Coca-Cola Enterprises (CCE) will help boost recycling levels during the Rugby World Cup by bringing interactive recycling bins to Coca-Cola fan zones at World Cup stadia.
Designed to incentivise recycling on the go through engaging activations, the initiative forms part of CCE’s ongoing drive to encourage sustainable behaviour change among its consumers.
The campaign supports the presence of Coca-Cola’s Happiness Pod within Rugby World Cup 2015 fan zones or on-site in Twickenham stadium. Comprising four smile-activated vending machines representing Coca-Cola’s four masterbrands, consumers will be invited to stand in front of their Coca-Cola brand of choice which, with a smile, can be “unlocked” to deliver a sample of Coca-Cola.
Visitors interacting with the Happiness Pod will then be encouraged to try out the popular Batak challenge – previously seen in CCE’s Happiness Recycled campaign. Players will earn a go by answering a recycling-related quiz question before taking on the 60-second challenge where they must place as many bottles or cans through illuminated holes as possible. Participants will be rewarded for their efforts with a recycling-related gift, designed to encourage the upkeep of recycling behaviours at home, it said.
Coinciding with key matches, the activation will present at fan zones in Twickenham stadium, Newcastle, Cardiff and Trafalgar Square.
Coca-Cola Enterprises GB recycling manager Giustina Diana said: “From the Olympic Games in 2012 to Rugby World Cup 2015, we have a proud history of working with consumers to help keep key sporting events sustainable. We wanted to add an extra element to Rugby World Cup 2015 celebrations by engaging the public in the important matter of recycling, knowing that doing so in a fun and memorable way helps to encourage positive behaviour change.”
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