The British Plastics Federation (BPF) has welcomed a new advertising campaign by Coca-Cola European Partners (CCEP) - which encourages recycling plastic bottles - as “a positive step” in communicating sustainability and recyclability of plastics.
Coca-Cola Great Britain recently launched the campaign depicting a “love story” between two plastic bottles, who meet over and over again as a result of recycling.
According to Coca-Cola, the campaign is part of a message that its packaging "is valuable and needs to be disposed of properly so it can be recycled."
In a 2 Aug press release, the BPF, said it was “pleased that Coca-Cola has chosen to communicate the re-usable nature of plastic bottles, which can be fully recycled into new bottles or alternative products.”
To achieve circular economy, said the BPF, it is important that everyone “understands that plastics are a reusable resource.”
In July, CCEP unveiled its new UK sustainable packaging strategy, which will see it doubling the recycled plastic (rPET) content of all its bottles to 50%.
The company announced on 12 July that it will be working with local and national partners to recover all its packaging to make sure none ends up as litter and more is recycled.