The machine is called the ‘Happiness Arcade’ and the company said it produced the product to make “recycling fun”. The ‘Happiness Arcade’ was deposited around the city in six different locations over six days.

The game is meant to resemble a version of the game ‘Pong’, except it uses little Coca-Coca bottles instead of the usual moving paddles.

In a YouTube video posted on 25 April, the company said: “What happens when no one is concerned about recycling? The environment is sure to head towards slow but sure disaster. What if recycling could be fun?”

Coca-Cola worked closely with Bangladesh-based advertising agency Grey Dhaka to produce the recycling campaign.

A spokesman from Grey Dhaka told the trade press that the campaign was ultimately “all about awareness-raising”.

The company added: “For Coca-Cola, a brand that commands global attention and needs to be on the front lines both of acting sustainably and communicating sustainability. Happiness Arcade is a decent start.”

Coca-Cola Enterprises has recently commissioned a study with the University of Exeter to better understand how household dynamics influence recycling behaviours.

The survey found that the majority of households do not have an accurate understanding of what happens to waste once it has been collected for recycling. It also highlighted how householders view recycling as a ‘linear’, rather than a ‘circular’ process.

Liz Gyekye

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