Coca-Cola puts reuse before recycling in latest consumer campaign

Coca-Cola Enterprises (CCE) has launched a new consumer-facing recycling campaign for plastic bottles aimed at getting the public to think more creatively about such packaging.

The six-week ‘Don’t Waste. Create’ campaign will encourage consumers to reuse their waste packaging at home, while also pledging to recycle.

The initiative aims to educate and inform families about the importance of recycling and offers a series of idea sheets that can be downloaded, outlining different reuse themes such as bottle bird feeders and self-watering bottle plant pots.

After activities have been completed, households are encouraged to recycle their creations once they are no longer needed.

CCE’s associate director for recycling Nick Brown said the intitiative was geared to getting 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,” he said.

“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.”

Maxine Perella

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