Coca-Cola European Partners has been running an integrated marketing campaign rewarding people for recycling empty bottles. The campaign includes a TV advert entitled ‘Across the Tracks’, alongside a competition and social media activation titled #CokeDunks, challenging people to film themselves slam-dunking their empty plastic bottles into recycling bins.
The campaign culminated during Recycle Week with a takeover of the Piccadilly Lights encouraging passers-by to recycle their bottle. The campaign builds on CCEP’s partnership with Merlin Entertainments, offering half price entry to some of the UK’s most popular family attractions.
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