The advert itself is made from 1,500 recycled Coca-Cola bottles.
Coca-Cola has launched a new campaign in the UK urging consumers to recycle their plastic bottles – the first time the company has invested in a sustainability-driven advertising initiative.
The new Coke campaign – called Love Story – tells the story of two bottles that continue to meet after being recycled properly. Featuring leading Coca-Cola brands including Fanta, Sprite and Coca-Cola Zero Sugar, the advert will encourage people to recycle their empty Coca-Cola bottles so that they can be recycled and reused.
It builds on Coke’s earlier packaging commitment, with plans to double the amount of recycled plastic in its bottles by 2020.
The company says the advert – conceived by agency Ogilvy and Mather, and made using stop-motion animation – is the first to be made entirely out of repurposed plastic packaging. It features more than 1,500 Coca-Cola, Fanta, Sprite, Smartwater and Honest Tea bottles and cans, which were converted to create characters and landscapes for the multi-platform advert.
Debuting on TV, the advert will roll out across cinema, digital media and social media throughout the summer. It’s the company’s biggest ever recycling-focused consumer communications campaign and will include experiential activities at music festivals and events, at which Coca-Cola will promote recycling messaging to another six million people.
Aedamar Howlett, marketing director for Coca-Cola Great Britain, said: “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 we that we reach our aim of getting all of our bottles back.”
The campaign is expected to reach around 35 million UK consumers by the end of the year.
It comes a matter of days after PepsiCo announced its collaboration with not-for-profit The Recycling Partnership, which works with the public and private sectors to improve curbside recycling rates. Coke’s biggest rival aims to make all of its packaging recoverable or recyclable by 2025.
© FoodBev Media Ltd 2019
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