The goal is to share music and clip that are related to the lyrics on the bottle. How\u00a0? Well, Coca Cola allows people to scan the lyrics on the bottle which then, show a short clip of the music in question. Those animated musical clips, which are China\u2019s most popular songs in general, can be shared on social network and are a new way to consume music. Coca Cola call it \u00ab\u00a0musicons\u00a0\u00bb (for \u00ab\u00a0musical emoticons\u00a0\u00bb) as a new digital object. This way everyone can share the music they got on their bottle.<\/p>\n \u00ab\u00a0It was a real challenge, a difficult second album if you like. An Effie Grand Prix winner is a hard act to follow. We loved the way that Isobar created a digital based idea that was a worthy, if not better follow-up to last year, developed as an experience that flowed seamlessly from the packaging into digital and social media\u00a0\u00bb says Stephen Drummond, the Senior Director of Content Excellence<\/a>.<\/p>\n Rohan Lightfoot who is the Managing Director of Isobar<\/a> Shanghai\u00a0explained that \u00ab\u00a0We have a long track record of success with Coca-Cola in China, but we think this may be some of the best work we have ever done. The chance to play with something iconic as the Coke bottle and use one of the world\u2019s most famous pieces of packaging as the launchpad for an entirely new digital experience is kind of surreal. It absolutely represents our belief in creating ideas without limits\u00a0\u00bb.<\/p>\n \u00ab\u00a0By putting song lyrics on Coke bottles and cans, we\u2019ve made the product itself a vehicle for self-expression. With this campaign, people in China can signal how they are feeling by sharing a Coke with the juicy heart of a song on it. As a concept, Musicons are to songs what tweets are to blogs. Sometimes a soundbite says it better\u00a0\u00bb added Tim Doherty, the Chief Creative Officer of Isobar China.<\/p>\n Moreover, Coca Cola wanted to create a special campaign for Asia on the sustainable point of view and considering the environment over there. Thus, in association with Ogilvy & Mather<\/a>, they decided to give a second life to used coke bottle. Indeed, some of them have been transformed into paintbrush, water squirter or even pencil sharpener\u00a0! Very useful object and creative when we know that they come from old bottles.<\/p>\n This campaign has a lot to say. Coca-Cola wish to involve people into the recycling process by encouraging them to re-use or transform into something else the things they want to throw away. It is an environmental awareness campaign which includes a line of 16 re-designed bottles caps which can be screwed onto bottles after consumption. Those bottle caps are then gifted to customers when they buy a Coke bottle.<\/p>\n This campaing has already been introduced in Vietnam in March and after its success should be launched in Thailand, Indonesia and China by summer time. Those country have been chosen carefully and on account of the poor recycle knowledge of their inhabitants. They call this global sustainability program \u00ab\u00a02nd<\/sup> lives\u00a0\u00bb. Leonardo O\u2019Grady, the director of the marketing communication of Coca Cola in ASEAN explained \u00ab\u00a0We are always looking for better solutions to reduce the use of plastic and increase recycling around the world\u00a0\u00bb.<\/p>\n![\"wwwins-isobar_coca-cola_2012Olym_beat\"](\"https:\/\/marketingtochina.com\/wp-content\/uploads\/2014\/06\/wwwins-isobar_coca-cola_2012Olym_beat.jpg\")
<\/a><\/p>\nA fun\u00a0new campaign<\/h3>\n
A recycle campaign<\/h3>\n
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<\/a>The brand hopes to make a difference and change their polluter American label by bringing small moment of happiness into people\u2019s lives and make a positive impact. You will see soon the many different \u00ab\u00a02nd<\/sup> lives\u00a0\u00bb bottle caps that the brand created which shows how simple and practical re-using plastic can be. Juggi Ramakrishnan, the executive creative director of Ogilvy & Mather in Beijing, said \u00ab\u00a0the idea has universal appeal and can therefore be replicated in other markets, beyond Asia\u00a0\u00bb.<\/p>\n