A world-first recycling announcement for Coca-Cola.
Through it's World Without Waste vision, Coca-Cola had a number of initiatives in place to reduce plastic pollution - but many Aussies knew nothing of it.
DEC PR was brought on board to change this. With our passion for sustainability, the team embraced the opportunity to announce that in Australia, 7 out of 10 of all Coca-Cola’s plastic bottles would be made from 100% recycled plastic.
Our PR strategy? We wanted Coca-Cola to ‘Own the Conversation’ when it came to recycling. We rolled out an integrated communications strategy spanning earned, paid and owned media, including a major content partnership with The Guardian.
The campaign successfully demonstrated Coca-Cola's commitment to recycling and established an authoritative voice for Coca-Cola in the recycling space.