The “Love Story” campaign aired on television over the weekend and depicts the tale of Fanta and Coke Zero Sugar bottles who continuously meet and fall in love each time they are recycled into a new bottle.
The campaign is Coca-Cola’s biggest consumer-facing communications programme on recycling and will run throughout the summer in cinemas, and on digital and social media. The advert finishes with the message that Coca-Cola bottles are 100% recyclable.
Coca-Cola Great Britain’s marketing director Aedamar Howlett 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 we that we reach our aim of getting all of our bottles back.”
Created by Ogilvy & Mather Berlin, the advert uses more than 1,500 plastic bottles and the entire set and props are made from recyclable material. The campaign is expected to reach 35m British residents by the end of 2017.