Coca-Cola European Partners (CCEP) has launched a new integrated marketing campaign that encourages and rewards people for recycling their empty drinks bottles, in the run up to Recycle Week.
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’ will premiere on September 15 across ITV, Channel 4, Channel 5 and Sky TV networks. The advert 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.
Alongside the TV advert, Coca-Cola is working to encourage and inspire people to recycle through #CokeDunks. The campaign features 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 being encouraged to share videos, throughout September, of their own epic dunks across Facebook, Twitter and Instagram, using the hashtag #CokeDunks to be in with a chance of winning prizes.
As part of the campaign, there will be a #CokeDunks Snapchat Lens which challenges people to virtually dunk as many empty bottles as they can into a recycling bin.
The campaign will culminate during Recycle Week, with a takeover of the Piccadilly Lights encouraging passers-by to recycle their bottle once they’ve enjoyed their drink.
This campaign is the latest in a series of actions from CCEP and Coca-Cola Great Britain to ensure its packaging is as sustainable as possible. All Coca-Cola packaging is 100% recyclable and contains 25% recycled plastic with a commitment to get it to 50% by 2020.