Today marks the beginning of ‘Recycle Week’ (23-29 September) and this year’s theme is ‘Recycling. It’s in our own hands.’
Lucozade has taken that motif literally, taking the idea of recycling in their our own hands…or rather its brands own hands. With plans already announced for Lucozade Ribena Suntory to minimise its environmental impact, consumers are interested, the drinks company believes, in hearing what its brands have to say.
This week its brands will be taking the lead on the discourse around recycling by replacing its usual orange advertising billboard on the M4, with a Lucozade Apple Blast Green visual asking consumers to ‘Go the extra mile and recycle your bottle’, in line with Recycle Now’s campaign tagline of ‘It’s in our own hands’.
Lucozade Sport enlisted the support of Lionesses (members of England’s women’s football team) Demi Stokes, Manchester City season player and Jade Moore of Reading to encourage consumers to understand the value of plastic with a light hearted challenge to kick empty bottles into the right recycling bin with this video.
Ribena replaced its brand logo on packs with ‘Recycle Me’ within marketing materials, which will help to drive awareness of its 100% recycled plastic bottle since 2007 (please note this is not in stores, only a visual)
Lucozade Ribena Suntory HQ will also be out litter-picking every day of Recycle Week in and around its HQ.