COCA-COLA LAUNCHES FIRST CITY CENTRE RECYCLE ZONE IN SOUTHAMPTON
A new project between Coca-Cola Great Britain and Southampton City Council as part of a strategic recycling initiative by the company will mean the installation of fifty new recycling bins in Southampton city centre.
The ‘Recycle Zone’ partnership will make it easier for residents to recycle bottles and cans when they are out and about.
There are 15 stainless steel bins for recycling and 35 black ones that are dual – one side for recycling and the other for general litter.
Coca-Cola has chosen Southampton City Council as the first local authority to host a city-centre Recycle Zone. This builds on the work the company has been leading across the country over the past year in partnership with Waste & Resources Action Programme (WRAP) to launch Recycle Zones in shopping centres, theme parks, transport hubs and universities.
There are currently 21 other live Recycle Zones which to date have collected some 20 tonnes of material for recycling, with a further 59 Zones planned by the end of 2011.
Southampton city centre will have 15 double stainless steel bins, liveried with the phrase ‘Keep it Going. Recycle’ with a further 35 dual recycling and litter bins located in parks and other central locations in the city.
All the new recycling bins are stylish in design and will be branded with Southampton City Council and Coca-Cola logos alongside information designed to inspire people to recycle more often.
Southampton City Council’s waste management team have also been provided with a branded collection vehicle to help with the specific collection and maintenance of the bins.
The launch of the Recycle Zone will be supported by a bespoke advertising campaign across the city, with outdoor, print and digital media all being used to encourage Southampton’s residents and visitors to make use of the facilities.
In addition, a new national ‘Keep it Going. Recycle’ campaign shows how recycling drinks bottles and cans can make a major difference to the environment by cutting the carbon footprint of a packaged drink by over a half. The campaign continues the work Coca-Cola undertook last year in partnership with the Carbon Trust which showed that packaging accounts for the largest proportion of a drink’s carbon footprint, underlining the importance for the business of using more recycled material in bottles and cans and of helping to increase consumer recycling levels.
The launch of the new Recycle Zone and ad campaign are just a couple of the steps in Coca-Cola’s journey to help consumers do more to reduce their impact on the environment. Despite the difficult economic conditions, research indicates that consumers are still concerned about ‘green’ issues, with recycling being the most commonly practised ‘green’ lifestyle behaviour.
As a result Southampton City Council and Coca-Cola are working to make it as easy as possible for people to recycle more often within the city. By boosting consumer recycling levels, Coca-Cola will at the same time be increasing the supply of local recyclate and be able to increase the amount of recycled content in its bottles and cans.
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