Previous advertising featured Coca-Cola singing they'd "like to teach the world to sing". Now they want you to know they'd like to save the world's landfills from their bottle caps.
Coke in the UK has acknowledged a longstanding problem. When people open a plastic bottle, they usually just toss the cap. With the volume of bottles they sell, landfills are full of these plastic caps that don't break down.
The solution: bottles with caps that don't off. It keeps the cap hanging off to the side. They're hoping and encouraging Coke drinkers to recycle them both together.
This potentially keeps microplastics out of the environment, helps their reputation, and gets them ahead of laws in the UK that will make every beverage maker attach the caps to their bottles in a few years.