CCE launches summer campaign to encourage consumer recycling

As part of an initiative to encourage recycling, Coca-Cola Enterprises Ltd (CCE) has launched an initiative that will see ‘interactive bins’ for plastic bottles installed at two of Britain’s summer festivals.

The campaign, known as ‘Happiness Recycled’ is part of the company’s continued drive to encourage sustainable behaviour change in consumers and boost recycling rates across Great Britain. 

“CCE is committed to improving recycling rates across GB, and a crucial part of this is encouraging positive behaviour change amongst consumers,” commented Nick Brown, Associate Director for Recycling, Coca-Cola Enterprises. “The ‘Happiness Recycled’ campaign is designed to make consumers feel good about recycling, incentivising recycling on the move whist also encouraging people to do more at home.”

The campaign, first implemented in 2013, will feature an assortment of interactive bins, games and performers encouraging the recycling of plastic bottles, as well as other products and materials.

In 2013, the summer festival recycling activations were open to around 190,000 people across two events in Scotland. Around a fifth (22 percent) of consumers surveyed following the scheme said they recycled more since seeing ‘Happiness Recycled.’

This year, CCE will have a presence at two summer festivals; the Royal Highland Show in Scotland, from 19th to 22nd June, and British Summer Time in London’s Hyde Park on the 12th and 13th July.

CCE has also teamed up with UK supermarket, Asda, to offer incentives encouraging consumer recycling, including a competition and the offer of a free magnetic fridge wheel for customers, in order to help combat confusion around which materials can and can’t be recycled at home as well as recycling tips.