Recycling drive championed by Coca-Cola
Wednesday, August 2, 2017 - 12:47:36
Coca-Cola is setting out to improve its reputation and encourage its customers to dispose of their used drinks containers responsibly, as part of a major new advertising push launched this week, according to Marketing Week.
The campaign portrays its eco-oriented message by telling a cutesy story about two romantically entangled plastic bottles which are repeatedly recycled but maintain their strong relationship. Company spokesperson, Aedamar Howlett, said that it was intended to highlight the value which all packaging has, especially in an age when it can easily be recycled rather than simply sent to landfill.
He also said that the drinks bottles and cans used to store Coca-Cola’s various beverage brands are entirely recyclable, so putting millions of pounds into promoting this fact via the new campaign should raise awareness of this.
The ads themselves make use of recycled bottles to tell the story, with animated figures fashioned from the waste packaging driving home the message at the core of the campaign.
Increasing recycling rates is just one of the goals, as the ads also set out to remind consumers that they can simply re-use the drinks containers they receive rather than getting rid of them as soon as their contents have been depleted.
One thousand five hundred bottles were used in the creation of the ads and this is the first time that Coca-Cola has put forward a promotional project aimed at British audiences which is focused on sustainability and recycling.
Within the next three years, Coca-Cola has also set the goal of upping its use of recycled plastic in the production of bottles to 50 per cent, so it is not just preaching to customers about the need to take sustainability seriously, but is also acting in its own way to make changes that could help the environment.
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