Ever wanted to live in a world made from plastic bottles? Neither have we.
Coke has entered the eco-friendly space, unveiling a multi-million dollar UK campaign encouraging consumers to recycle its plastic bottles.
From Ogilvy and Mather Berlin, ‘Love Story’ tells the story of two bottles – one Fanta and the other Coke Zero Sugar – who fall in love as they meet over and over again because they keep getting recycled into new bottles.
Coca-Cola Great Britain marketing director Aedamar Howlett 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% recyclable and has been for some time now.
“The multi-million dollar 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,” she adds.
The campaign plugs Coke's reusable plastic bottles and puts recycling at the heart of its message with the entire set and its props made out of recyclable material.
The ad uses stop-motion animation and was created by Berlin-based artist Lucy Barry using more than 1,500 plastic bottles.
The campaign is Coca-Cola’s biggest ever consumer communications campaign on recycling and is part of the company’s new sustainable packaging strategy. Launched earlier this month, the aim is for Coca-Cola to recover all its packaging, as well as increase the use of recycled plastic in bottles from 25% currently to 50% by 2020.
The ad premieres on TV this weekend in the UK and will run throughout its summer with activity planned in cinemas and on digital and social media. Coca-Cola is also planning experiential activations at music festivals and events across the summer.
