Every Year, large numbers of soft drink plastic bottles disposed in the recycling bin are failed to be recycled and still end up in landfill. With the objective to raise awareness of this issue, Coca-Cola launches the Cap Off Plastic Campaign to educate the public about the effective ways to recycle a plastic bottle - remove the plastic cap, ring, and label before disposing of it into the recycle bin. In the campaign, Coke bottles are given a second life as packaging for souvenir items, such as t-shirt and tote bag, with campaign messages printed on them.