Coca-Cola European Partners (CCEP) is launching a new integrated marketing campaign that encourages and rewards people for recycling their empty drinks bottles.
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 coke bottles into recycling bins and share their experience on Facebook, Twitter and Instagram.
The #CokeDunks social media campaign features Coca-Cola ambassadors Olympic gymnast Nile Wilson and freestyle basketballer Tom ‘The Conman’ Connors using their respective skills to show consumers that recycling doesn’t need to be boring.
As part of the campaign, Coca-Cola is launching a #CokeDunks Snapchat Lens which challenges people to virtually dunk as many empty bottles as they can into a recycling bin.
The new ‘Across the Tracks’ TV ad will premiere on September 15 across ITV, Channel 4, Channel 5 and Sky, as part of Coca-Cola European Partners and Coca-Cola Great Britain’s commitment to encourage more people to recycle their empty plastic bottles.
The TV creative 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.