Coca Cola Europe has launched a new marketing campaign aimed at encouraging people to recycle their empty drinks bottles and offering a reward when they do so. Also during recycle week, Coca Cola will take over Picadilly lights and encourage passers by to recycle their plastic bottles once they have finished their drink.
Coca-Cola recently have been put under pressure to help more with the reduction of plastic packaging in our oceans, the response has been positive with a platform called 'World Without Waste' which is the development of 100% recyclable packaging.
Coca Cola has plans to unveil a new strategy to reduce packaging waste in Western Europe, they set out a sustainability action plan with a number of targets to included the recycled plastic contentof its PET bottles to 50% by 2025 and work towards making 100% of their packaging recyclable or resusable, this is called the 'This is Forward' campaign.