Coca-Cola’s brand-led marketing on plastic recycling

Joe Franses, vice-president, sustainability, for Coca-Cola European Partners, and Innovation Forum’s Ian Welsh discuss why Coke has developed a ‘world without waste’ strategy and debate the pros and cons of deposit return schemes.

Franses argues that existing schemes don’t work effectively enough, while deposit return can really push recycling rates up. Coke wants 100% of its packaging to be returned by 2025 – which means, for example, collecting a bottle for every one that is put on the market. So radical change is required, and Franses explains how Coca-Cola is leveraging the power of its brand to demonstrate the value in its packaging, and why his marketing colleagues now have recycling messages in advertising.