How to encourage more people to recycle? Tell them a love story. That’s what Ogilvy and Mather Berlin did. They created a story about a Fanta and a Coca Cola Zero Bottle who fall in love as they meet over and over again after being disposed properly, thanks to recycling.
The highlight of the campaign is that the whole ad is made from recycled materials, mostly Coca Cola Packaging. The creators used more than 1,500 Coca Cola, Fanta, Sprite, Smartwater and Honest bottles and Cans during the production.
The goal: to increase recycled PET bottles from 25% to 50% by 2020. The ad is part of Coca Cola Great Britain’s sustainable packaging strategy. ‘Love Story’ premiered in July 2017 in TV and will continue on cinemas, digital and social media throughout the winter. The campaign will communicate its message about recycling to about 35 million Britons by the end of the year.
It is important to raise awareness about recycling!
More than 480bn plastic drinking bottles were sold in 2016 across the world. The demand, equivalent to about 20,000 bottles being bought every second, is driven by an apparently insatiable desire for bottled water. The problem is that only half of the plastic bottles bought in 2016 were collected for recycling, and only 7% of those were turned into new bottles. Most bottles end up in landfill or in the ocean.
Aedamar Howlett, Marketing Director of 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. All of our packaging is 100% recyclable and has been for some time now. The multi-million pound campaign shows how serious we are about encouraging more people to recycle, so we that we reach our aim of getting all of our bottles back.”
Companies like Coca Cola have a responsibility to make their packaging as sustainable as possible, through their brand they can encourage people to recycle and to find new ways to recover the packaging they used.
As the company 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.”