Coca-Cola Great Britain launched the first-ever ad made out of 100-percent recyclable packaging, "Love Story".
In the groundbreaking spot, two plastic bottles fall in love as they meet over and over again, thanks to recycling. It’s all part of our message that Coke's packaging is valuable and needs to be disposed of properly so it can be recycled.
The company hopes the spot will encourage more people to recycle and highlight how plastic bottles can be reused to produce more plastic bottles, versus taking up space in landfills.
"Love Story" has recycling at its heart, as the entire set was made out of recyclable material – mainly Coca-Cola packaging. It was created by Berlin-based duo Cris Wiegandt & Lacy Barry (Cosmopola), who used more than 1,500 Coca-Cola, Fanta, Sprite, Smartwater and Honest Tea bottles and cans during production.
The ad will run on TV, online and in cinemas in Great Britain, with hopes of reaching 35 million people by the end of this year.
Aedamar Howlett, marketing director for Coca-Cola Great Britain, says: “The beauty of 'Love Story' is that it reminds people our packaging is valuable, as it can be recycled into more packaging over and over again. All of our packaging is 100-percent recyclable and has been for some time now. The campaign shows how serious we are about encouraging more people to recycle, so we that we reach our aim of getting all of our bottles back.”
"Love Story" isn’t the only big investment Coca-Cola Great Britain making to help people reuse and recycle its packaging. The ad is part of a new sustainable packaging strategy that includes goals to help the company recover all of its packaging, and increase recycled PET in bottles from 25 percent to 50 percent by 2020.
The campaign marks Coca-Cola Great Britain's biggest-ever, recycling-focused consumer communication, and will include experiential activities at music festivals and events, where Coca-Cola will promote recycling messaging to another 6 million people.
