TV viewers have been shown the first advert made entirely from 100% recyclable packaging.
Love Story tells the tale of two bottles who fall in love as they meet over and over again after being disposed of properly and recycled into new bottles.
The Coca-Cola Great Britain (CCGB) ad aims to encourage more people to recycle, and highlights how plastic bottles can be reused to produce more plastic bottles.
The ad was created by Berlin-based artist Lacy Barry, who used more than 1,500 Coca-Cola, Fanta, Sprite, Smartwater and Honest bottles and cans during production.
It was first shown on Channel 4 on 28 July and will continue on cinema, digital and social media throughout the summer. The company says the campaign will communicate its message about recycling to 35 million people in the UK by the end of this year.
The initiative is part of CCGB’s sustainable packaging strategy, which the ambition to increase recycled PET in bottles from 25% to 50% by 2020. It is the company’s biggest recycling consumer communications campaign and will include experiential activities at music festivals and events.
Aedamar Howlett, CCGB marketing director, said Love Story reminded people that packaging was valuable.
“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.”
The British Plastics Federation (BPF) backed the initiative: ”It is important that everyone understands that plastics are a reusable resource and everyone has a part to play in helping to achieve a circular economy for plastics. The BPF believes this fun animation created by Coca-Cola is a positive step in widely communicating the sustainability and recyclability of plastics.”