COCA-COLA: A Bottle Love Story

Swastik Tripathi | Digital Media | 18th Februaruy’19

A Tale of two bottles:
Coca-Cola Great Britain recently launched the first-ever ad made out of 100-percent
recyclable packaging, "Love Story".

The main emphasis is on to promote the ‘RECYCLING’. COCA-COLA tries to show how
they are working on the recycling of the plastic bottles used on a daily basis in the
different parts of the world. They tried to convey this message through a campaign in
which the groundbreaking spot, two plastic bottles fall in love as they meet over and
over again, which clearly showed that Coke's packaging is valuable and needs to be
disposed of properly so it can be recycled. The company hopes the spot will encourage
more people to recycle and highlight how plastic bottles can be reused to produce more
plastic bottles, versus taking up space in landfills.

"Love Story" has recycling at its heart, as the entire set was made out of recyclable
material – mainly Coca-Cola packaging. It was created by Berlin-based duo Cris
Wiegandt & Lacy Barry (Cosmopola), who used more than 1,500 Coca-Cola, Fanta,
Sprite, Smartwater and Honest Tea bottles and cans during production.

-AIM OF THE CAMPAIGN:

 "Love Story" isn’t the only big investment Coca-Cola Great Britain making to help
people reuse and recycle its packaging.
 The ad is part of a new sustainable packaging strategy that includes goals to help
the company recover all of its packaging, and increase recycled PET in bottles
from 25 percent to 50 percent by 2020.

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STAKEHOLDERS:
Stakeholders in this campaign are:

 The COCA-COLA Team

 The Branding Team
 Reporters & Media
 Social Influencers
 CSR Clubs, NGO’S, Government
 Consumers

IMPACT:
There are many reasons to recycle plastic bottles. For starters, recycling reduces the
pollution that can come from the chemicals used to make these bottles. Recycling also
helps cut down on the amount of trash thrown into landfills, so our garbage doesn't take
up as much space. Recycling also creates jobs for people who collect recyclable things and
work at places that turn them into new materials.

Recycling is good for the economy and the environment, and it's easy to do. All you have
to do is remember to throw things into the right bins when you're done with them.

Some Social Media impacts of the campaign:

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Prioritization:
Through the Priority Issue Analysis, some major points are listed below:

• Obesity concerns and category perceptions

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• Product safety and ingredients

• Water stewardship

• Product safety and ingredients

• Diversity and equal opportunity

• Women’s economic empowerment

• Employee wellness, development and engagement

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INFLUENCERS:
As more and more of our time consumed with social media, it makes sense that those
who want to make a difference are campaigning tirelessly through via their digital
personae – so in the new age of activism, platforms like Instagram are the new frontline.
It’s little surprise that #zerowaste has been tagged to just over a million images, and
#conservation and #sustainability both to over 1.7 million. In fact, Instagram and its
influencers have a such standing these days that Singapore’s Ministry for the
Environment and Water Resources recently paid 28 micro-influencers for a three-month
marketing campaign.

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THEORY:
As the world’s first, fully-recyclable PET plastic bottle made partially from plants that
was Plant bottle.

In the interest of increasing use of bio plastics in packaging, they intend to allow other
companies to access the technology so that it will be broadly available, including to their
competitors.

By replacing up to 30% of the petroleum used to make PET plastic bottles with material
from sugar cane and other plant matter, Plant Bottle has avoided as much CO2
emissions as taking nearly 1 million vehicles off the road since 2009.

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REFERENCES:

 https://www.coca-cola.co.uk/stories/our-ambition-for-a-
sustainable-future
 https://www.coca-colacompany.com/topics/environment
 https://www.coca-colacompany.com/stories/grading-our-
progress-toward-a-world-without-waste
 https://twitter.com/CocaCola_GB?lang=en
 https://www.youtube.com/watch?v=e8tF9XevVlo

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