Happiness recycled: Coco-cola’s sustainability initiative

Under summer sustainability initiative, Coca-Cola Enterprises has launched “Happiness Recycled” campaign, aiming to encourage sustainable behaviour change in consumers and boost speed of recycling. The company has designed the initiative in a way to make the recycling process fun. It plans to engage visitors through a number of interactive activities, including:

• A new table football game: To activate the game, bottles must be recycled to release the ball

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• A Batak performance challenge, where consumers react to light sensors to recycle as much as they can in 30 seconds.

• The return of last year’s basketball shooting challenge

• A giant interactive flower pot recycling bin

After England, the Happiness Recycled is likely to be repeated in different other countries including India. 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.