Coca-Cola has set targets to collect 100% of its packaging in Europe and use at least 50% recycled plastic in its bottles by 2025. In Belgium, around 85% of Coca-Cola packaging is recycled, according to the company – but it says this is not enough.
Its summer campaign uses the tagline ‘Don’t buy Coca-Cola if you’re not going to help us recycle.’
“This summer, no classic marketing campaign for Coca-Cola – but a large scale consumer campaign to collect more packaging,” says Coca-Cola Belux. “Coca-Cola is therefore the first in its sector to make a clear commitment to recycling. The campaign is even a first for Coca-Cola globally.
“Surveys of stakeholders and consumers have highlighted the demand to use the brand to inspire people in terms of sustainability. We have therefore decided to launch a remarkable call: ‘Don’t buy Coca-Cola if you’re not going to help us recycle’”
The campaign, which is also being run across the Netherlands, will include television adverts and activations in towns and at festivals. It will run officially until the end of September, but will be integrated into subsequent advertising.
