Interactive bins return to British summer festivals, bringing recycling to life for consumers

COCA-COLA Enterprises Ltd (CCE) has re-launched its popular summer festivals recycling activation, Happiness Recycled, as part of its continued drive to lead the way in encouraging sustainable behaviour change in consumers and boost recycling rates across Great Britain.

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The campaign, first implemented in 2013, features an assortment of interactive bins, games and performers. This year, CCE will have a presence at two summer festivals; the Royal Highland Show in Scotland, from 19th to 22nd June, and British Summer Time in London’s Hyde Park on the 12th and 13th July.


Designed to bring fun and excitement to the recycling process, the bins engage visitors through a number of interactive activities. This year it includes a new table football game; to activate the game bottles must be recycled to release the ball, and a Batak performance challenge, where consumers react to light sensors to recycle as much as they can in 30 seconds. Last year’s popular basketball shooting challenge and giant interactive flower pot recycling bin will also be available. Participants will be congratulated on their recycling success by ‘flash mob’ CCE performers, and can collect memento photos to take home or share online via social media.


In 2013 the summer festival recycling activations were open to around 190,000 people across two events in Scotland. Around a fifth (22%) of consumers surveyed following the scheme said they recycled more since seeing Happiness Recycled.


To celebrate the launch of this year’s activation, CCE has teamed up with Asda which has offered its customers the chance to win a family day out to the Royal Highland Show where they will be able to visit the Happiness Recycled centre. Using a text entry mechanic, the competition also incorporates an educational element, offering entrants an interesting fact about recycling. Twenty winners will be selected at random and notified on 10th June. The initiative is being supported in-store by CCE staff stationed in 18 Asda stores across Scotland to engage with shoppers on the initiative and the importance of household recycling. Customers will also be offered a free magnetic fridge wheel which provides assistance with confusion around which materials can and can’t be recycled at home as well as helpful recycling tips.


Nick Brown, Associate Director for Recycling, Coca-Cola Enterprises, said: “CCE is committed to improving recycling rates across GB, and a crucial part of this is encouraging positive behaviour change amongst consumers. We have a strong track record in developing impactful campaigns and have found summer festivals to be a great platform for engaging people in a fun and memorable way. The Happiness Recycled campaign is designed to make consumers feel good about recycling, incentivising recycling on the move whist also encouraging people to do more at home.”