"Let's not waste this summer" is the name of the new Coca-Cola campaign and with that slogan, the soft drink giant is focusing its biggest campaign of the year entirely on recycling and sustainability.
Preventing litter
With this new campaign, the brand wants to create awareness about litter. It thereby adds a deeper meaning to the theme ‘Let's not waste this summer’. Part of the locally developed operation is a campaign where consumers can win prizes if they request information on the best way to dispose of their empty bottle or can.
The campaign started with a life-size canvas in Amsterdam that spelled out ‘Don’t buy Coca-Cola if you don’t help us recycle’. The campaign is supported by a national TV campaign and a website. Here, consumers can find information about how Coca-Cola recycles and how consumers are able to contribute.
The soda brand will also be present at various festivals this summer with a festival activation around recycling. Here, the brand is using so-called "can crushers" to encourage consumers to dispose of their packaging properly. For example, visitors are rewarded with a party when sufficient waste has been collected.
The Coca-Cola summer campaign is traditionally the largest campaign of the year. In total, this summer in the Netherlands there are 150 to 160 million packages, with the message ‘Together, help us recycle’ and a specially designed logo.
Coca-Cola aims to recover 100% of European packaging for reuse in 2025; worldwide in 2030.
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