MARKETING AND COMMS
Sustainable Brands Issue in Focus
CHANNELS    |    Behavior Change      Leadership      Products & Design      Supply Chain      Marketing & Comms      New Metrics    |    MORE

Coca-Cola Joins with Sainsbury’s For 'Don't Waste. Create' Campaign

Image credit: Dontwastecreate.co.uk

Coca-Cola Enterprises has partnered with Sainsbury's to launch a new sustainability program that aims to increase the reuse and recycling of plastic bottles during the summer.

The beverage company says its Don't Waste. Create campaign is designed to encourage consumers to use their waste packaging at home in a fun and useful way, while also promising to recycle.

The initiative launched on August 14 and will initially run on the Sainsbury’s website for six weeks. The website will provide information on ways for families to reuse their plastic bottles, such as making it into a bird feeder or self-watering plant pot, and encourages households to recycle their creations once they are no longer needed. The campaign is set to launch in stores in September.

Coca-Cola says the program will serve to educate and inform consumers about the importance of recycling, while also suggesting activities that allow them to reconnect with nature and keep their families entertained during the summer holidays.

Coca-Cola also is offering those who pledge to recycle a discount voucher on the purchase of a two-liter pack of a variety of their soft drinks and the chance to win a family ‘glamping’ holiday in France.

"CCE is committed to reducing plastic waste and helping our customers to rethink how they dispose of their packaging," said Nick Brown, associate director for recycling at Coca-Cola Enterprises. "By asking them to reuse 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.

"Through utilizing 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."

In June, Sainsbury’s announced that it succeeded in diverting all store waste from landfills, reaching its zero-waste goal in just three years — seven years ahead of schedule. As part of its 20x20 Sustainability Plan, the UK supermarket chain said it would put all waste to positive use by 2020.

SB Issues in Focus To learn more about innovative ways companies worldwide are reducing waste and communicating sustainability, check out our Issues in Focus on #WasteNot and #Communications.

Based in San Francisco, Mike Hower is a sustainability strategist and storyteller on Edelman's Business + Social Purpose team where he works with some of the world's leading brands on corporate sustainability strategy and stakeholder engagement. With several years of… [Read more about Mike Hower]