Coca-Cola Enterprises has kicked off a six-week long sustainability initiative, "Don't Waste. Create," designed to boost the re-use and recycling of post-consumer plastic bottles containing its products.
The online initiative, in collaboration with United Kingdom supermarket chain Sainsbury's, will "encourage consumers to use their waste packaging at home in a fun and useful way, while also pledging to recycle," the soft drinks giant said. CCE, which is based in Atlanta, is the leading Coke bottler in Western Europe.
Parents will be asked to submit recycling pledges — such as turning used bottles into products such as bottle bird-feeders or self-watering bottle plant pots — and those taking part will receive money-off vouchers for CCE products and the chance to win a holiday in France.
Nick Brown, CCE's associate director for recycling said: "We are committed to reducing plastic waste and helping our customers to 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 help reduce their household waste.
"Through utilizing an accessible online mechanic, the campaign helps us to reach a wide audience, allowing us to communicate to customers across the U.K. how easy it is for them to play their part."