By recycling their can or bottle consumers could reduce the carbon footprint of their Coca-Cola by up to 40% and make a major difference to the environment.
The campaign was created as a result of research undertaken by Coca-Cola in partnership with the Carbon Trust which showed that packaging accounts for the largest proportion of a drink’s carbon footprint. The research highlighted the major role that increasing recycling levels and using more recycled material in bottles and cans can play in reducing Coca-Cola’s impact on the environment.
Despite the difficult economic conditions, consumers continue to be concerned about green issues, especially recycling. In addition to encouraging consumers to recycle Coca-Cola is also working to make it as easy as possible for people to recycle more often and especially when they are away from home. The company is currently investing in a nationwide scheme to create ‘Recycle Zones’. Zones are already up and running in busy places such as Thorpe Park and Manchester Airport. The latest addition to this scheme is Southampton, the first city centre Recycle Zone in the UK.
The ‘Keep it Going. Recycle’ ad campaign and the ‘Recycle Zones’ are just a couple of steps on Coca-Cola’s journey to help consumers do more to help the environment. By boosting consumer recycling levels Coca-Cola will also be increasing the supply of local recyclate and subsequently be more able to increase the amount of recycled content in its bottles and cans and reduce its carbon footprint further. Coca-Cola is also designing packaging that uses more recycled material and less material overall. Coke’s aluminium cans for example now contain around 50% recycled content, weigh 5% less, with the can wall being the same thickness as a human hair.
Sanjay Guha, president of Coca-Cola GB, said: “We’re committed to reducing out impact on the environment, but we know we have to encourage our consumers to do so as well. We believe this new campaign shows that commitment. Following our work with the Carbon Trust, we looked at how best to reduce the carbon footprints of our products. We believe that increasing recycling levels is one of the most effective steps we can take in achieving our overall goal of operating in a responsible way. Sustainability is at the heart of everything we do – without sustainable, healthy communities we won’t have a sustainable business. Which is why, as well as taking action ourselves, we’re committed to helping consumers to do their bit as well.”
The ‘Keep it Going. Recycle’ campaign will break across print and outdoor media on 21 September 2009. The new Southampton City Centre Recycle Zone opens on 22 September.
Tom Delay, chief executive of the Carbon Trust, said: “It’s great to see Coca-Cola making the most of its carbon footprinting work with us. By redesigning their product’s packaging, they are doing their bit to reduce its footprint. The ‘Keep it going. Recycle’ campaign helps consumers understand that simple actions reduce that carbon footprint even further, we wish it every success. This campaign, along with Coca-Cola’s commitment to reduce its emissions, is the sort of integrated thinking that will build their reputation as a low-carbon brand and is a model for others to follow. We want to see more companies using the Carbon Reduction Label to promote their commitment to cutting carbon and to help consumers do their bit.”
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