Coca-Cola Embraces Sustainability with a Love Story

Coca-Cola just launched a multi-million-pound campaign in Great Britain encouraging consumers to recycle plastic bottles.

It is the multinational beverage corporation’s first major sustainability campaign across the pond. Titled “Love Story”, it depicts two bottles—one Fanta and the other Coke Zero Sugar—falling in love after repeated meetings as newly recycled bottles.

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.”

The ad from Ogilvy and Mather Berlin uses only props made from recyclable material, and the film’s stop-motion animation was created by Berlin-based artist Lucy Barry using more than 1,500 plastic bottles.

It is the largest consumer communications campaign from Coca-Cola to date about recycling and supports the company’s new sustainable packaging strategy, launched recently with the dual goal of recovering all packaging materials and increasing use of recycled plastic in bottles from the current 25% to 50% by 2020.

Jon Woods, GM Coca-Cola Great Britain and Ireland writes, “That means that around one billion plastic bottles will be turned into new bottles by the time we reach our goal in 2020, and we will buy all of this recycled plastic here in Great Britain, from a factory in Lincolnshire. As a result of this, a Coke bottle you recycle could be back on shelves as a new bottle in as little as six weeks.”

The new campaign will reach 35 million people in Britain by the end of the year and includes incentives encouraging people to recycle. Coca-Cola will continue working with community groups and the British government to reform current recycling systems and practices such as a deposit return scheme (DRS).

We #LoveRecycling! Want to know more? Follow our sustainable packaging journey since 1896 here: pic.twitter.com/ReLqH13Rok

— Coca-Cola GB (@CocaCola_GB) July 29, 2017

Action steps towards package recovering set forth by the company include:

1. We’ll continue innovating to make sure our packaging is as sustainable as possible

2. We will use our brands to encourage people to recycle

3. We’ll champion new ways of recovering our packaging.

As a company statement says, “There is no single quick-fix solution when it comes to increasing recovery and recycling rates and reducing litter. It is clear that it needs governments, businesses, NGOs and individuals to work together and take action in a number of areas. Our strategy outlines the three areas where we believe we can make the biggest difference – we don’t have all the answers but we believe these actions can help make a lasting impact.”

Coca-Cola is the latest corporate behemoth to embrace an increased sustainability agenda and strive to balance profit with ROI that benefits the planet and consumers. A love story indeed.

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