Coca-Cola European Partners (CCEP) has revealed the next stage in its Sustainable Packaging Strategy, a year after the plan was first launched.
The company’s updated ambition is to recover all of its packaging “so that more is recycled and none ends up as litter”.
To achieve this goal, all large PET bottles, including Coca-Cola, Sprite and Fanta, will move to 40% recyclable PET this year as part of the brand’s target to use 50% recyclable materials across its PET portfolio.
The tops of Coca-Cola and Coca-Cola Zero Sugar 500ml bottles now feature messages encouraging consumers to recycle and the new messaging will be rolled out across the rest of the Coca-Cola portfolio later this year.
The brand’s biggest-ever recycling multi-media ad campaign ‘Love Story’ has reached 27 million consumers and recycling messaging will now appear on all Coca-Cola TV and digital advertsing end-frames.
Liz Lowe, sustainability manager at Coca-Cola Great Britain, said: “Having some of the largest, most visible brands in the world presents a unique opportunity to reach and inspire a wide number of people. Over the past year we’ve redirected a significant amount of marketing investment into recycling messaging, and into making recycling as easy as possible with really visible on-pack messaging.”