Coca-Cola to Make Recycling Fun at UK Summer Festivals

Coca-Cola Enterprises (CCE), which manufactures and distributes The Coca-Cola Company’s (NYSE: KO) products in the UK, has re-launched its summer festivals recycling initiative, Happiness Recycled, which features an assortment of interactive bins, games and performers. The company explained that the re-launch is part of its drive to encourage sustainable behaviour change in consumers and boost recycling rates across Great Britain. This year, CCE said that it 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. Designed to make the recycling process fun, the bins engage visitors through a number of interactive activities, including: A new table football game. To activate the game bottles must be recycled to release the ball A Batak performance challenge, where consumers react to light sensors to recycle as much as they can in 30 seconds. The return of last year’s basketball shooting challenge A giant interactive flower pot recycling bin Participants will be congratulated on their recycling success by ‘flash mob’ CCE performers, and can collect memento photos to take home or share online via social media. The company said that in 2013 the summer the initiative was open to around 190,000 people across two events in Scotland, and that around a fifth (22%) of consumers surveyed following the scheme said they recycled more since seeing Happiness Recycled. CCE said that this year it has also teamed up with supermarket chain Asda, a UK Subsidiary of Wal-Mart Stores (NYSE: WMT), which has offered its customers the chance to win a family day out to the Royal Highland Show. Using a text entry mechanic, the competition also incorporates an educational element, offering entrants an interesting fact about recycling. “A crucial part of this is encouraging positive behaviour change amongst consumers,” commented Nick Brown, associate director for recycling at 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,” he added. Read More Trash Talking: Pondering Plastics If allowed to enter the environment, waste plastics have the potential to leach toxic substances to land and sea, and pose a significant threat to wildlife. However, over recent decades the use of plastics has snowballed. WMW asked a number of industry experts how the recycling rate for waste plastics can be increased? Recycling Infrastructure Needed as E-Waste Set for Explosion in India With a massive population and increasing access to technology the near future will see an e-waste explosion in India, according to researchers at the PEC University of Technology, in Chandigarh and the Surya World Technical Campus in Punjabm, India. Republic Services Upgrades 400 TPD Material Recycling Facility in North Carolina Republic Services has dedicated its newly expanded and upgraded 400 ton per day Conover material recycling facility in Catawba County, North Carolina.