Coca-Cola is to launch a sustainability campaign aimed at encouraging consumers to re-use plastic bottles creatively rather than throw them away.
The “Don’t waste. Create” campaign, which will run with the assistance of Sainsbury’s, launches on August 14 and is initially scheduled to last for six weeks. The project asks parents to pledge their commitment to the scheme via an online form, upon which they will then be asked to answer three questions. Everyone that registers will be rewarded with a 50p-off voucher for a 2-litre Coca-Cola product.
The campaign website will contain idea sheets offering suggestions as to how bottles can be re-used in an imaginative way. Examples include creating bird feeders or plant pots.
Coca-Cola Enterprise’s (CCE) associate director for recycling, Nick Brown, said: “CCE is committed to reducing plastic waste and helping our customers re-think how they dispose of their packaging. By asking them to re-use and then recycle plastic bottles, [this campaign] encourages families to think more sustainably while having fun, giving them a tangible way to reduce household waste.”
This is not the first time that Coca-Cola has launched a scheme in conjunction with a supermarket to try and minimise waste. In June they ran the “Together We’re Making Recycling Count” campaign in association with Tesco, in a bid to educate consumers on the importance of recycling and reducing the amount of waste sent to landfill.