In Coca-Colas first mass-media campaign encouraging recycling we wanted to change the negative perceptions on TCCC purposefully contributing to plastic littering.Our aim was to increase the awareness that all bottles from TCCC are 100% recyclable, and that, if recycled correctly, can be reused. Therefor we created as the core of our PR campaign a film made entirely from recycled TCCC packaging to prove the fact that all TCCC packaging is 100% recyclable and can become something new. The film was first aired in UK’s most watched TV channel (Channel 4) in noble time. Followed by screenings in the movie theaters and online channels. Aside of the film, a making of helped to lift the discussion. In it, we exposed the techniques used to develop the craft and we gave voice to the artists. This way, our audience could hear about the possibilities of the material and the importance of recycling.

To convey that recycling is possible and that it is in everybody’s hands, we chose to make the handcraft work noticeable. For that, we set our minds to make every single detail of the piece with recycled material and all the tools as well. In some of the pieces featured in the commercial one can’t really tell how it was made and on other pieces one can imagine how the material was transformed. The ad was aired in the most watched TV channel in the UK in noble time and in movie theaters as well. In social media with a proper paid media push it spread by itself. For that reason, it was possible to reach a big chunk of Great Britain (within 2 weeks, 69% of the population have watched the commercial).

Overall the campaign was very successful as research showed:

Tier 1:

The Past-Four-Week-Consumption increased by 21% (Coke: 85% (+12%), Fanta: 77% (+25%), Sprite: 61% (+27%)).

The Purchase Intent increased strongly by 19% (Coke: 72% (+8%), Fanta: 66% (+24%), Sprite 60% (+24%)).

Tier 2:

+ 86% Awareness that Coca-Cola cares about the environment

+ 59% Awareness that all packaging from Coca-Cola Company is recyclable