During the week leading to Earth hour in March 2012, Coca-Cola Singapore found an innovative way to increase recycling rates in the country. Consumers who recycled their plastic beverage bottles in the “Recycle Happiness Machine” were pleasantly surprised with gifts such as fresh flowers, 1.5 liter bottles of Coca-Cola, or Coca-Cola collectibles such as t-shirts, bags and caps made from recycled plastic bottles. Each gift contained a note to encourage the public to continue recycling. It also informed consumers about the 100 percent recyclability of all Coca-Cola packages in Singapore as well as Coca-Cola RPET merchandise.

Supported by the Singapore Environment Council, the Recycle Happiness Machine gets its name from the fact that Coca-Cola, a product known for the happiness it brings, gives its bottles a second life by taking the beverage containers and recycling them into new items such as apparel. During the event, the roving machine moved between five popular Singapore spots, notifying fans with clues on where to find the machine via the Coca-Cola Facebook page, Twitter account and website.

“With increasing pressure on the Earth’s resources, it’s important for companies to consider how they can reduce the negative impacts their business activities have on the environment,” said Jose Raymond, Executive Director for Singapore Environment Council. “Coca-Cola Singapore’s snazzy approach to this education will go a long way to impress the importance of conserving our natural resources.”

The campaign collected 51,827 recycled bottles, while educating the public on the importance of sustaining environmental resources. One impactful way it did so was through a YouTube video which to date has received more than 45,000 views.

The Recycle Happiness Machine contributes to Coca-Cola’s 2020 goal to reach a 75% recovery rate of bottles and cans in developed markets.