Coca-Cola Great Britain and Coca-Cola European Partners have collaborated with Merlin Entertainments to incentivise and encourage recycling on-the-go with specially created reverse vending machines.
Image: Coca-Cola and Merlin Entertainments to encourage recycling on-the-go with specially created reverse vending machines.
Since the launch of its sustainable packaging strategy in 2017, Coca-Cola has introduced clearer on-pack recycling messaging on its bottles.
The companies are now offering discounts at some of the UK’s attractions in exchange for used plastic drink bottles.
As part of the summer trial, the partnership will install reverse vending machines at Merlin attractions, including Alton Towers Resort, Thorpe Park, Chessington World of Adventures and Legoland Windsor.
Merlin Entertainments force for good head Sandra Hazel said: “This partnership with Coca-Cola Great Britain and Coca-Cola European Partners demonstrates our shared ambition to use our brands for good. We’re constantly looking for ways to raise awareness and help contribute to a better environment.”
The customers will be offered with 50% off entry to the various UK’s attractions, in exchange for their used plastic drink bottles.
The summer trial will be conducted between 25 July and 19 October to recycle any 500ml plastic bottle through an on-site reverse vending machine.
The trial is claimed to be the first in the country to offer people valuable reward than the original purchasing price of the plastic drinks bottle they recycle.
According to Coca-Cola, the collaboration is comes a year since Coca-Cola Great Britain and Coca-Cola European Partners launched their sustainable packaging strategy in the UK.
Under the strategy, Coca-Cola will collect and recycle a bottle or can for every one it sells, enabling to reach a target of eliminating plastic by 2030.
As part of the sustainable packaging strategy, Coca-Cola already introduced clearer on-pack recycling messaging on its bottles.
Coca-Cola European Partners vice president and general manager Leendert den Hollander said: “We want to reward people for doing the right thing by recycling their bottles and hope to encourage some people who wouldn’t otherwise have done so.
“Through this exciting new trial with Merlin Entertainments we hope to remind people how valuable their empty plastic bottle is. All of our bottles can be recycled and we want to get as many of them back as possible so they can be turned into new bottles and not end up as litter.”