COCA-COLA Great Britain has made its first advert entirely out of 100% recyclable packaging, in a bid to promote sustainability.
The new advert is part of the company’s biggest ever drive to encourage consumers to recycle and emphasises how used plastic bottles can be reused to produce new ones.
The ad, titled Love Story, was produced by ad agency Ogilvy and Mather and tells the story of two bottles who fall in love and meet over and over again having been recycled.
Created by Berlin-based artist Lacy Barry, Love Story used more than 1500 Coca-Cola, Fanta, Sprite, Smartwater and Honest bottles and cans during production.
The soft drinks giant said the advert and wider campaign will deliver its environmental message to around 35 million Britons by the end of this year.
Coca-Cola’s new packaging strategy sees the company aim to recover all its packaging and set a target of taking its number of bottles containing recycled PET from 25% to 50% by 2020.
Aedamar Howlett, marketing director for Coca-Cola Great Britain, said the campaign demonstrates the company’s commitment to sustainability.
She said: “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.
“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 that we reach that aim of getting all our bottles back.”
In addition to the TV ad, the campaign is supported by PR and digital marketing activity.