CCE launches ‘Don’t waste. Create’ campaign

COCA-COLA ENTERPRISES (CCE) launches a new sustainability initiative designed to boost the re-use and recycling of plastic bottles.


The ‘Don’t Waste. Create’ campaign will encourage consumers to use their waste bottles in a ‘fun and creative’ way, while also encouraging greater plastic recycling.


Launching on 14th August, the campaign will initially run for six weeks online on linking to, with in-store activation appearing three weeks into the digital campaign. By asking parents to submit their recycling ‘pledges’, the initiative aims to educate and inform families about the importance of recycling, while also suggesting activities that allow them to reconnect with nature and keep their families entertained during the summer holidays.


‘Don’t Waste. Create’ idea sheets will be available for parents to download at home, outlining ways for families to imaginatively re-use their plastic bottles. Suggested ideas include a bottle bird feeder or self-watering bottle plant pot.


Nick Brown, Associate Director for Recycling at Coca-Cola Enterprises said: “CCE is committed to reducing plastic waste and helping our customers to re-think how they dispose of their packaging. By asking them to re-use and then recycle plastic bottles, ‘Don’t Waste. Create’ encourages families to think more sustainably while having fun, giving them a tangible way to help reduce their household waste.


“Through utilising an accessible online mechanic, the campaign helps us to reach a wide audience, allowing us to communicate to customers across the UK how easy it is for them to play their part.”