The move sees Coca-Cola become a top tier sponsor of RecycleBank in the UK and helps further the company’s environmental credentials.
RecycleBank is a US-based initiative and the company signed a deal with waste management firm Veolia Environmental Services to launch a trial in the UK. This is now being rolled out to 60,000 households in the Royal Borough of Windsor and Maidenhead.
Participants have ID tagged wheelie bins to weigh the amount of recycling they produce and are rewarded with points based on how much they recycle.
Points can be exchanged for rewards and these will now include money off vouchers for Coca-Cola brands. They can be redeemed at participating outlets to claim £1 off Coca-Cola, Diet Coke and Coke Zero products in a range of pack sizes.
Liz Lowe, citizenship manager, Coca-Cola says: “We are delighted to partner with RecycleBank in the UK building on our existing partnership with the scheme in the United States.
“One of the most important ways in which we can get more recycled material to put back into our packaging is to encourage consumers to recycle. And schemes such as RecycleBank and Recycle Zones are important steps on our journey to realizing this vision.”
The partnership builds on Coca-Cola’s existing relationship with RecycleBank. The soft drinks company has worked with the scheme in the US since it was launched in 2004.
Coca-Cola is also investing in a nationwide scheme, in partnership with WRAP to create 80 ’Recycling Zones’ by 2011, to make it easier for consumers to recycle soft drinks packaging when they’re out and about. It launched its first advertising campaign in support of recycling last September.
There are currently more than 50 UK Recycle Zones in operation including in London and Southampton city centres, Thorpe Park, Legoland, Manchester Airport and Warwick University.
Bottler Coca-Cola Enterprises recently called for more sustainability initiatives from the soft drinks industry at the annual industry conference.