Coca-Cola Enterprises (CCE) has launched a new environmental awareness campaign in collaboration with UK retailer Sainsbury's which places the concept of reuse ahead of recycling.
Launching on Wednesday 14 August, the six-week 'Don't Waste. Create' campaign encourages consumers to think more creatively about plastic bottle waste, offering a number of downloadable ideas sheets which highlight different functions for used containers, such as bottle bird feeders and self-watering bottle plant pots.
After reuse activities have been completed, households are encouraged to recycle their home creations.
The new campaign, which will be launched in partnership with UK retailer Sainsbury's, will also reward environmentally-minded consumers who make an online 'pledge' to the scheme.
Web-users will be asked to answer three questions on the campaign website, in turn receiving a downloadable voucher which offers 50p off their next 2-litre CCE purchase, which includes Coca-Cola, Diet Coke, Coke Zero, Fanta, Sprite and Dr Pepper.
"CCE is committed to reducing plastic waste and helping our customers re-think how they dispose of their packaging. By asking them to re-use and then recycle plastic bottles, 'Don't Waste. Create' encourages families to think more sustainably while having fun, giving them a tangible way to reduce their household waste," said Nick Brown, CCE's associate director for recycling.
© 2013 - ESM: European Supermarket Magazine by Ellen Lunney
