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Coca-Cola incentivises reuse and recycling drive

Wednesday August 14, 2013 at 11:56am
Coca-Cola is offering families 50p off coupons and the chance to win a ‘glamping’ trip to France as incentives to get them to recyle waste or find other uses for it. The soft drinks company says that its ‘Don’t Waste. Create’ campaign, launching in partnership with Sainsbury’s, is meant to encourage consumers to use their waste packaging at home in a fun and useful way, while also getting them to pledge to recycle. The campaign launches today (August 14, 2013) and will initially run for six weeks. There will be a link from the Sainsbury’s website, www.sainsburys.co.uk, to the campaign site, www.dontwastecreate.co.uk, and in-store activation will go live in three weeks’ time. Parents are being asked to submit recycling ‘pledges’, as part of an attempt to educate and inform families about the importance of recycling. The website will also suggest activities to keep families entertained during the summer holidays and also help them explore nature and the outdoors. ‘Don’t Waste. Create’ idea sheets are available for parents to download, suggesting ways that families can imaginatively re-use plastic bottles, for example by turning them into bottle bird feeders or self-watering systems for plant pots. Households are being encouraged to recycle their creations once they are no longer needed. The campaign website asks customers three simple questions about their recycling and then asks them to pledge to do more. By filling in the form and pledging, consumers will be emailed a 50p off voucher on their next purchase of a two litre pack of Coca-Cola, Diet Coke, Coke Zero, Fanta, Sprite or Dr Pepper, redeemable at Sainsbury’s. They will also be entered into the draw to win the family ‘glamping’ holiday in France. When people pledge, they are encouraged to submit photos of how they have reused their bottles. Nick Brown, associate director at Coca-Cola Enterprises, says: “CCE is committed to reducing plastic waste and helping our customers to re-think how they dispose of their packaging. By asking them to re-use and then recycle plastic bottles, ‘Don’t Waste. Create’ encourages families to think more sustainably while having fun, giving them a tangible way to help reduce their household waste.” Brown adds: “Through utilising an accessible online mechanic, the campaign helps us to reach a wide audience, allowing us to communicate to customers across the UK how easy it is for them to play their part.”
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