Sustainability. Still a buzzword, and a bandwagon that Coca-Cola has (quite rightly) finally jumped on. Marketing Week reports that the soft drinks giant is launching a multi-million pound campaign encouraging consumers to recycle its bottles. But is this all dare I say it, a bit of PR fizz? Don't get me wrong, the ad campaign itself is super smart - sterling work by Ogilvy and Mather Berlin. However, Coke's goal of increasing recyclable materials in its bottles from 25% to 50% by 2020 falls a little flat to me. If they care as much as they say they do, where's the 100% target? Greenpeace's John Sauven has plenty to say on the subject and his piece on the Guardian is well worth a read. It'll be interesting to see how the sustainability drive the company is on plays out over the next three years, and for us perhaps even more interesting, how it's marketed to consumers.
Coca-Cola has launched a multi-million pound campaign to encourage consumers to recycle its plastic bottles, marking the first time it has run a major sustainability campaign in Great Britain. The ‘Love Story’ campaign, created by Ogilvy and Mather Berlin, tells the story of two bottles – one Fanta and the other Coke Zero Sugar – who fall in love as they meet over and over again because they keep getting recycled into new bottles. The film ends with a voiceover encouraging people to recycle bottles from Coca-Cola brands including Sprite, Fanta and Coke after use.