Fall in love with recycling
When it comes to the ‘big issues’ – food waste, recycling, reducing fat, salt and sugar – the need for consumer education is often highlighted as part of a wider approach to tackling the problems, so it was encouraging to see Coca-Cola Great Britain’s new advert premiere on UK television at the weekend.
Called Love Story, the stop-motion film is made entirely out of the company’s 100% recyclable packaging, using more than 1,500 Coca-Cola, Fanta, Sprite, Smartwater and Honest bottles and cans. It follows two bottles who fall in love as they meet repeatedly, after being disposed of properly and recycled into new bottles.
Part of the company’s biggest ever consumer communications campaign on recycling, by highlighting how plastic bottles can be reused to produce more plastic bottles, Coca-Cola hopes to encourage more people to recycle.
Aedamar Howlett, marketing director at Coca-Cola Great Britain, says, “The beauty of Love Story is that it reminds people our packaging is valuable, as it can be recycled into more packaging over and over again. All of our packaging is 100% recyclable and has been for some time now. The multi-million pound campaign shows how serious we are about encouraging more people to recycle, so that we reach our aim of getting all of our bottles back.”
The ad is part of the company’s sustainable packaging strategy, which aims to recover all its packaging, as well as setting the ambition to increase recycled PET in bottles from 25%–50% by 2020.
It will continue on cinema, digital and social media throughout the summer, communicating the recycling message to 35 million Brits by the end of this year. Additional experiential activities at music festivals and events by Coca-Cola will promote the message to another six million people.
This is a great example of consumer education and will promote the recycling message to millions of Brits, while helping Coca-Cola Great Britain fulfil the aims of its sustainable packaging strategy. If you haven’t seen the advert, it’s available to watch here.