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22.11.2018

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    Coca-Cola & Merlin Entertainments Reverse Vending Machines

    Coca-Cola

    In 2018 Coca-Cola & Merlin Entertainments joined forces to encourage consumers to recycle more bottles by instantly rewarding with 50% off entry tickets to top UK attractions. Merlin’s top attractions were installed with our first-ever reverse vending machines to encourage the recycling of any bottle.

    What customer problems did you set out to solve?

    Our vision is to influence consumer behaviour through the communication channels of our two iconic brands to ultimately inspire better recycling habits across the UK. One of the biggest issues for consumers is finding somewhere to recycle. The key objective was to improve the accessibility of recycling facilities, rewarding people for recycling more and also encouraging people who wouldn’t otherwise have done so. Coca Cola’s research revealed 64% of Brits would recycle more on-the-go if they were instantly rewarded. We launched with a disruptive #WorldWithoutWaste campaign.

    What differentiates your proposition from other offerings in the market?

    The campaign was the first in the country to offer people a more valuable reward than the original purchasing price of the plastic drinks bottle they recycle. By installing the 14 reverse vending machines across the UK’s best-known attractions allowed us to engage and educate a wide range of people in the recycling agenda, from families through to groups of friends.

    With the opportunity to reward customers with 50% off entry tickets to over 30 attractions, we were able to grab people’s attention through various media channels. From trade through to national press, deal sites through to social influencers, it was important that the sustainable packaging strategy was clear and being discussed; rewarding customers with an adrenaline rush.

    How have you proven that your concept has potential for impact?

    The response from the British public has been overwhelming. The press coverage received has also been extremely positive with the accessibility of the vending machines and the ticket reward being appealing to all audiences. The campaign has taken the focus from government debates back to the industry leading the way on recycling.
    To date 26,373 bottles have been crushed and recycled with over 18,000 discounted tickets to visit Merlin’s attractions issued. Many other companies and Coca-Cola colleagues across the globe have approached the GB team to learn more and follow our lead.

    Where do you see this proposition in 12 months time?

    Coca-Cola and Merlin’s sustainability partnership continues into 2019 and beyond with an initial 3 year plan to build on this year’s success. More reverse vending machines will be installed throughout the UK next year to increase the accessibility of recycling further, incl.Bear Grylls Adv & SEA LIFE.

    Find out more about Coca-Cola & Merlin Entertainments Reverse Vending Machines here

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