“Don’t buy Coca-Cola if you’re not going to help us recycle”

Coca-Cola has launched a bold new campaign for the summer, with the message “Don’t buy Coca-Cola if you’re not going to help us recycle” to encourage consumers to recycle its packaging.

In 2017, the brand set an ambitious target of collecting 100% of its packaging across Europe and make all of its packaging with at least 50% recycled materials by 2025. The new slogan brings attention to these commitments through adverts on tv, online and at summer festivals.

The campaign is beginning in Belgium and will soon move into the Netherlands.

“As a market leader, we want to be the leader in every aspect – also in packaging. We have to reduce the use of packaging and insist that everything – also plastic – is returned. The future, we think, is circular: every used packaging can be turned into a new one”, said director of Coca-Cola BeLux, Etienne Gossart.

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