Coca-Cola European Partners (CCEP) has launched a new marketing campaign that encourages and rewards people for recycling their empty drinks bottles, in the run up to Recycle Week (September 24 to 30).
As part of the campaign, a new TV advert entitled ‘Across the Tracks’ will be rolled out, alongside a competition and social media activation titled #CokeDunks, which challenges people to film themselves creatively slam-dunking their empty plastic bottles into recycling bins.
‘Across the Tracks’ premieres on Saturday September 15 across ITV, Channel 4, Channel 5 and Sky TV networks and is part of CCEP’s commitment to use its brand communications to encourage more people to recycle empty plastic bottles. The ad sees a man collecting bottles for recycling in a busy train station when a commuter running for her train catches his eye and he uses a bottle of Coca-Cola zero sugar to get her attention.
The #CokeDunks social media activity shows ambassadors, including Olympic gymnast Nile Wilson and freestyle basketballer Tom ‘The Conman’ Connors, using their respective skills to show that recycling doesn’t need to be boring. Followers are encouraged to share videos, throughout September, of their own dunks across Facebook, Twitter and Instagram to be in with a chance of winning prizes.
A #CokeDunks Snapchat Lens challenges people to virtually dunk as many empty bottles as they can into a recycling bin.
The campaign builds on the recent partnership with Merlin Entertainments, where people were offered 50% off entry to Merlin attractions, in exchange for empty plastic drink bottles.
All Coca-Cola packaging is 100% recyclable and contains 25% recycled plastic, with a commitment to raise this to 50% by 2020.
