Coca-Cola: A Second Life
What started as one water squirter topper for the Thai water festival of Songkran, where getting splashed with water is seen as a blessing, evolved into a global sustainability program for Coca-Cola. Maxx developed 16 functional cap toppers, ranging from a paintbrush and a spray to a pencil sharpener and a dumbbell. Coke launched the initiative in Ho Chi Minh City, and consumers received a free package of customized bottle tops when purchasing a multi-pack of Coca-Cola. Over 50,000 caps were distributed during the program, delivering Coca-Cola’s brand strategy of bringing small moments of happiness to consumers. The campaign generated a huge amount of media exposure including a YouTube video with over 4.2 million views, and the campaign was shortlisted for a prestigious Cannes Lion Award.