Coca-Cola Poland has made a major step forward in how it
educates consumers about recycling, by incorporating its
'Recover-Recycle' program into all major Coca-Cola branded or sponsored large events this year.
A huge MyCoke sampling program, which is running between April and September 2010, is one of the key marketing activities where Coca-Cola Poland will inform consumers about the benefits of recycling through Recover-Recycle.
During this sampling initiative, more than eight million cans will be distributed to consumers throughout the country. Coca-Cola
Poland is working to ensure that consumers not only experience the
great taste of Coke, but also become inspired to recover and recycle
their packaging after they have enjoyed our products.
The 2010 activation is building on the program's success
in 2009, when an educational recycling initiative was launched at the
Coke Live Music Festival in Krakow last summer.
During the festival, Coca-Cola Poland partnered with non-profit recycling organisation Rekopol to set up Live Positively-branded
recycling points across the festival. Information was also distributed
on the importance of recycling and why packaging is not waste, but a
valuable resource for the future.
"With 'Recover-Recycle' activities, we are going beyond
just marketing our brands to creating a platform for education around
sustainability. We are using our Live Positively philosophy to
encourage people to make a difference by recovering and recycling,"
says Beata Ptaszynska-Jedynak, Public Affairs & Communications
Manager at Coca-Cola Poland Services.
Coca-Cola Poland is building on its
long-standing partnership with Rekopol. Collaboration is also underway
with other key nongovernment organizations (NGOs) active in recycling,
such as Recal, the Foundation for Recovery of Aluminum Beverage Cans,
and Recan, an organization working to raise the beverage can recycling
rate in Poland.
In addition to MyCoke sampling, Coca-Cola Poland will promote recycling during major 2010 events in Poland such as The Coca-Cola
Cup finals and this year's Coke Live Music Festival. In-store recycling
promotions will also be organised, in collaboration with retail
partners across the country.
At the events, Live Positively- branded
recycling bins decorated with practical recycling tips will serve as
communications tools as well as receptacles for recyclable packages.
The Coca-Cola system will inform consumers
and encourage them to recycle via special stands at large events,
including 'Recycling Days' organized in Warsaw, the Polish capital, and
the second largest Polish city, Lódz, where a Coca-Cola plant is based.
The Coca-Cola Poland website, along with a
dedicated MyCoke sampling website, will enrich the consumer program,
serving as an important communications point so that Coke consumers can
learn more about recycling and become inspired to Live Positively.