Coca-Cola Enterprises (CCE) has introduced interactive recycling bins to Rugby World Cup 2015 Fanzones and Twickenham stadium.
In a major push to boost recycling levels during Rugby World Cup 2015, the campaign features awareness initiatives at Coca-Cola fanzones across the country, including the ‘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; 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.
Every Can Counts (ECC) will also support CCE at some events.
Giustina Diana, Recycling Manager at Coca-Cola Enterprises GB, said the soft drink giant has a history of encouraging consumers to recycle, particularly at key sporting events. “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.”
