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03 August 2021
Coca-Cola is using its packaging to deliver a recycling message by rolling out a "Recycle Me" message on its package labels across all brands and products in ASEAN. "Our packaging is our biggest, most visible billboard," Matthias Blume, group marketing director frontline, at Coca-Cola ASEAN and South Pacific said. He added that this will be the company's largest-ever move in the region to use its packaging to deliver a prominent recycling message and encourage action.
The "Recycle Me" message has since been rolled out in ASEAN and the transition is expected to be completed across the majority of the company's packaging by the end of the year. At the same time, Coca-Cola will increasingly be including recycling messages in its marketing campaigns and social media channels to encourage consumers to recycle more. Coca-Cola declined to comment on the monetary value of this initiative and its marketing initiatives related to recycling.