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“Across all our brands we want to use more recycled material in all our packaging, however that
requires more of it to be collected so that it can be reused to make new bottles.”

The campaign is part of wider plans by Coca-Cola to improve the sustainability of its packaging in a
strategy first unveiled in 2017. Actions include ending the use of plastic shrink-wrap on its multipack
cans in favour of cardboard, changing its Sprite bottle from green to clear to make it easier to recycle
and moving its Glaceau Smartwater brand to 100% recycled plastic.

Recycle Now campaign manager, Craig Stephens, welcomes the marketing push from Coca-Cola,
claiming it shows the company is “committed to making a difference to our environment”.

“Coca-Cola has been at the forefront of the industry-wide discussion around the changes in the way we
design, produce, use, re-use, dispose and reprocess packaging. While finding the most sustainable
packaging solutions is a critical part of a circular model, recycling infrastructure and behaviour also need
to be considered a priority,” he adds.

This is not the first time Coca-Cola has pushed a sustainability message in its advertising; it ran a
recycling message in 2017. While the move was broadly welcomed, critics raised concerns over how
much plastic waste the company is responsible for, with the company selling more than 100 billion
single-use plastic bottles a year.

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