Powering the recycling party

The UK was treated to a (rare) warm and sunny August bank holiday the weekend just gone, and as part of the three-day weekend, Kopparberg was in London to spread its recycling message.

The Swedish fruit cider brand headed to various London hotspots over the bank holiday with its ‘Recycling Rig’ in tow. The three metre high rig is built from upcycled materials, including reclaimed wood, and features a total of 30 music speakers. Empty bottles and cans handed in by the public power the rig, with more empties meaning more music.

The Recycling Rig is the latest installment of Kopparberg’s Fånga Dagen – the Swedish way of saying ‘life is what you make it’ – campaign.

Rob Salvesen, senior marketing manager at Kopparberg, comments, “We’ve launched the Recycling Rig because it captures that spirit of Fånga Dagen – it’s encouraging us all to do our bit to keep our parks green, while having a great time too. It’s a mindset we live by in Kopparberg town and the reason why our brand was created 24 years ago.”

I wrote a few weeks ago about Coca-Cola Great Britain’s new advert, Love Story, which hopes to encourage more people to recycle by highlighting how plastic bottles can be reused to produce more plastic bottles. This stunt from Kopparberg is another great example of how manufacturers can spread the recycling message to consumers in an entertaining way.

Any initiative that raises awareness of recycling is to be applauded, so it’s great to see the likes of Coca-Cola and Kopparberg coming up with interesting ways to do so. I look forward to seeing more of these campaigns from food and drink manufacturers as industry continues on its journey to encourage increasing numbers of consumers to recycle more.

Related content

Leave a reply

Food and Drink Technology