Coca-Cola Enterprises brings recycling fun to Rugby World Cup 2015

2 October 2015


Coca-Cola Enterprises brings recycling fun to Rugby World Cup 2015

To help boost recycling levels during Rugby World Cup 2015, Coca-Cola Enterprises (CCE) has announced that it will be bringing a gamified awareness initiative to Coca-Cola fanzones across Great Britain. Designed to incentivise recycling on the go, through fun, engaging activations, it forms part of CCE's ongoing drive to encourage sustainable behaviour change amongst consumers.

 

The campaign supports the presence of Coca-Cola's 'Happiness Pod' within the Rugby World Cup 2015 Fanzones or onsite in Twickenham stadium. Comprising four smile-activated vending machines representing Coca-Cola's four masterbrands - Coca-Cola, Diet Coke, Coca-Cola Zero and Coca-Cola Life - consumers will be invited to stand in front of their Coca-Cola brand of choice which, with a smile, can be 'unlocked' to deliver them a perfectly served Coca-Cola sample.

 

Visitors interacting with the 'Happiness Pod' will then be encouraged to try out the popular Batak challenge - previously seen in CCE's Happiness Recycled campaign. Players will 'earn' a go by answering a recycling related quiz question before taking on the 60-second challenge where they must place as many bottles or cans through illuminated holes as possible. Participants will be rewarded for their efforts with a recycling related gift, designed to encourage the upkeep of recycling behaviours at home.

 

Coinciding with key matches, the activation will be present at Rugby World Cup 2015 Fanzones in Twickenham Stadium, Richmond, Newham, Newcastle, Cardiff and Trafalgar Square. CCE's presence at the Trafalgar Square Fanzone, for the Final of Rugby World Cup 2015 and Bronze Final on 31st and 30th October respectively, will be supported by Every Can Counts (ECC). Volunteers from ECC will be on hand to engage with visitors, offering expert advice and top tips about recycling.

 

Giustina Diana, Recycling Manager at Coca-Cola Enterprises GB, said: "From the Olympic Games in 2012 to Rugby World Cup 2015, we have a proud history of working with consumers to help keep key sporting events sustainable. We wanted to add an extra element to Rugby World Cup 2015 celebrations by engaging the public in the important matter of recycling, knowing that doing so in a fun and memorable way helps to encourage positive behaviour change."

 

 



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