True love comes in many forms. This time, it’s between Coke Zero Sugar and Fanta.
Coca-Cola has just launched its first sustainability program in Great Britain, “Love Story.” The tale follows two Coca-Cola brands, Fanta and Coke Zero Sugar, as plastic bottles of the two sodas fall in love after meeting over and over again while being properly disposed of and recycled into new bottles. The clear message? Recycle.
The ad itself is a lesson in recycling. It was hand-crafted with the entire set made out of mostly Coca-Cola packaging and created by Berlin-based twosome Cris Wiegandt and Lacy Barry. The two used more than 1,500 Coca-Cola, Fanta, Sprite, Smartwater and Honest bottles and cans during production.
The ad debuted on July 28 in London and will also appear in cinemas, and on digital and social platforms this summer. The campaign is backed by a big commitment by Coca-Cola Great Britain to recover all of its packaging. “Love Story” marks the company’s largest recycling-focused consumer communications campaign and will also include experiential activities at music festivals and events, which the company says will reach 6 million people.
“The beauty of “Love Story” is that it reminds people our packaging is valuable, as it can be recycled into more packaging over and over again,” Aedamar Howlett, marketing director for Coca-Cola Great Britain, says. “All of our packaging is 100% recyclable and has been for some time now. The multi-million pound campaign shows how serious we are about encouraging more people to recycle, so we that we reach our aim of getting all of our bottles back.” Read the article …