As part of our commitment to recycling and recyclable packaging, we’ve created the first-ever ad made out of 100% recyclable packaging, called Love Story. Find out more about the process and how this loved-up ad – with a very important message – was created.

Love Story: the tale of two bottles

Two plastic bottles fall in love as they meet over and over again thanks to recycling. It’s all part of our message that our packaging is valuable and needs to be disposed of properly so it can be recycled. We’re hoping it will encourage more people to recycle and highlight how plastic bottles can be reused to produce more plastic bottles, not just taking up space in landfills.

“The beauty of Love Story is that it reminds people our packaging is valuable, as it can be recycled into more packaging over and over again. All of our packaging is 100% recyclable” - Aedamar Howlett, Marketing Director for Coca-Cola Great Britain

100% recyclable material

Love Story has recycling at its heart, as the entire set was made out of recyclable material – mainly Coca-Cola packaging. It was created by Berlin-based duo Cris Wiegandt & Lacy Barry (Cosmopola) who used more than 1,500 Coca-Cola, Fanta, Sprite, Smartwater and Honest bottles and cans during production.

Reaching 35 million people

The ad will run on TV, online and in cinemas. The campaign’s aim is to communicate its message about recycling to 35 million Britons by the end of this year.

Aedamar Howlett, Marketing Director for Coca-Cola Great Britain says: “The beauty of Love Story is that it reminds people our packaging is valuable, as it can be recycled into more packaging over and over again.

All of our packaging is 100% recyclable and has been for some time now. The multi-million pound campaign shows how serious we are about encouraging more people to recycle, so we that we reach our aim of getting all of our bottles back.”

A small part of a big plan

The Love Story ad isn’t the only big investment we’re making to help people reuse and recycle our packaging. The advert is part of our new sustainable packaging strategy, that includes goals to help us recover all of our packaging, as well as setting the ambition to increase recycled PET in bottles from 25 per cent to 50 per cent by 2020.

It’s our biggest ever, recycling-focused consumer communications campaign and will include experiential activities at music festivals and events, at which Coca-Cola will promote recycling messaging to another six million people.

Find out more about our ambition for a sustainable future