TracyLocke London has been appointed the lead global marketing agency for TOMRA, following a competitive pitch process.

TOMRA has hired TracyLocke to establish its brand and introduce their reverse vending solutions to the UK market, and to support marketing communications globally. The appointment comes amidst a background of heightened consumer awareness around the environmental concerns of plastic use, and the Scottish Government’s consultation on a deposit return scheme which is also expected in England.

TOMRA are the global leaders in reverse vending solutions and are present in over 40 markets, they are currently looking to continue their recycling revolution in the UK. The campaign developed by TracyLocke will include a full B2B and B2C communications strategy to inform key retailers on the imminent relevance of reverse vending solutions and drive behavioural change amongst a consumer base of shoppers who buy and use plastic bottles and cans.

Of the partnership, Mark Brill, TOMRA’s UK Sales & Marketing Director, said: “We were incredibly impressed by TracyLocke’s understanding of our business objectives and creative response. We are delighted to partner with TracyLocke London on our exciting launch plans for the UK.”

Angus Gibson, Regional Director at TracyLocke, commented: “We are so proud to be part of a marketing partnership that will drive impactful behavioural change in the UK. TOMRA has had large-scale success around the world with its innovative reverse vending machine solutions, and we look forward to implementing this success across the UK and supporting their continued efforts globally.”

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Kellogg’s in the UK has launched a raft of measures to help make its packaging greener including a new sustainable packaging commitment and the introduction of recycle-ready cereal pouches. People in Britain will also now be able to recycle their Pringles’ cans thanks to a new deal struck in the UK between the Kellogg’s owned crisp brand and recycling company, TerraCycle.

From December 2018, empty Pringles cans can be sent into TerraCycle using freepost labels, with the sender rewarded with a charitable donation for each can which can be redeemed for the school, charity or non-profit of choice. The cans are then recycled and the resulting pellets used to create new products such as benches and fence posts.

Within the complex Local-Authority-based public recycling infrastructure in the UK, Pringles cans are not currently recyclable, so the Pringles and TerraCycle partnership provides a consistent nationwide solution for people.

In a linked moved, Kellogg’s has launched a project to change its cereal pouches to a recycle-ready material by late 2019.  This action will remove an estimated 480 tonnes of non-recyclable packaging from its British and European supply chains each year.  This development comes on the back of work the company is undertaking with suppliers to identify packaging designs that minimse waste while ensuring the quality and safety of its foods.

“As a company with a caring legacy and a foundation of strong values, we’re committed to playing our part to safeguard the future of our planet. While most of our packaging in the UK is sustainably sourced, made from recycled materials and fully recyclable, we feel it’s our responsibility to continue to develop new creative packaging formats that answer the needs of our consumers and customers,” said Oli Morton, managing director, Kellogg’s UK.

Kellogg’s has already taken steps toward making its own facilities more sustainable.  In April, the company announced the transition to compostable and paper food service products in all its factories and offices globally by end of 2018, fully removing all remaining single-use foam and plastic catering ware, plastic straws and plastic water bottles.

“Nurturing our planet is a foundational value of Kellogg,” said Steve Cahillane, Kellogg Company chairman and CEO. “It’s imperative we are part of a solution that ensures a healthy and sustainable planet for all people around the world.”

All these actions contribute towards Kellogg’s aim to work towards 100 per cent of its packaging being reusable, recyclable or compostable by the end of 2025.

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Professional rugby team Saracens are adding their considerable weight and sense of fun to Harrogate Water’s recycling message. Saracens are staying hydrated in defence of their Premiership title with Harrogate Spring Water – whose PET bottles are made using more than 50 per cent recycled content.

The partnership will include humorous social media video activity featuring players playing a game of flipping bottles but with a serious message about recycling.

Harrogate Water marketing manager Erin Boswell said: “We are thrilled to become ‘Preferred Water Supplier’ to Saracens, one of the rugby world’s greatest clubs. Healthy hydration in elite sport is essential for peak performance, something for which Saracens are renowned in the Premiership and European Champions Cup.

“Having professional rugby stars joining our online recycling campaign is a real boost for our latest recycling initiative. We are also proud to be using more than 50 per cent recycled content, the highest use of UK post-consumer recycled PET of any water producer.

“We are an active partner of Keep Britain Tidy and together we are behind the Incredible Shrinking Bottle recycling campaign, urging consumers to ‘twist it, cap it, recycle it’. The more we can spread the recycling message, the more recycled material will become available, enabling us to increase recycled content even further. It’s all about creating a real circular economy.”

Saracens partnerships manager Emily Marshall said: “Healthy hydration is an integral part of the health and fitness regime at Saracens and as a club, we are striving to be better at recycling. We are delighted to support Harrogate Water, a great British company with international appeal that is leading the way in recyclability and sustainability.”

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Coca-Cola Great Britain has partnered with Merlin Entertainments to offer people half price tickets to some of the UK’s most popular family attractions in exchange for recycling their used plastic drink bottles via a new network of reverse vending machines installed at Merlin theme parks.

A trial at four of Merlin’s leading attractions (Alton Towers Resort, Thorpe Park, Chessington World of Adventures and LEGOLAND Windsor) will run between 25th July and 19th October 2018, inviting people to bring and recycle any 500ml plastic bottle via on-site reverse vending machines in exchange for a voucher to receive 50% off entry at 30 participating Merlin attractions, including Alton Towers Resort, Thorpe Park, Chessington World of Adventures and LEGOLAND Windsor.

The project follows research by Coca-Cola Great Britain, revealing 64% of British consumers would recycle more on-the-go if they were rewarded instantly for their actions.

Coca-Cola and Merlin say that the trial is the first of its kind in the UK to offer people a more valuable reward than the original purchasing price of the plastic drinks bottle they recycle, as the 50% off voucher equates to a saving of around £27 when buying a Merlin attraction day pass.

The partnership comes a year since Coca-Cola Great Britain launched its sustainable packaging strategy alongside a global goal to collect and recycle a bottle or can for every one it sells, by 2030, to help ensure a world without waste.

Jon Woods, General Manager of Coca-Cola Great Britain, says: “We want to reward people for doing the right thing by recycling their bottles and hope to encourage some people who wouldn’t otherwise have done so. Through this exciting new trial with Merlin Entertainments we hope to remind people how valuable their empty plastic bottle is. All of our bottles can be recycled and we want to get as many of them back as possible so they can be turned into new bottles and not end up as litter.”

He continues: “This is just one of the actions that we’re taking to play our part in achieving a World Without Waste. We buy more recycled plastic in the UK than any other company and we are in the process of doubling the recycled plastic in all our bottles from 25% to 50% by 2020. We’re also running television campaigns encouraging people to recycle, putting clear recycling messages across all of our packs and we’re supportive of new interventions, such as deposit return schemes, to see if they improve recycling rates.”

Sandra Hazel, Head of Force for Good at Merlin Entertainments, observes: “This partnership with Coca-Cola Great Britain demonstrates our shared ambition to use our brands for good. We’re constantly looking for ways to raise awareness and help contribute to a better environment. As a responsible business and an advocate for marine conservation, we’re pleased to be joining forces with Coca-Cola Great Britain to encourage people to recycle more this summer, by rewarding them with family fun.”

Jon Dormer, Managing Director at Unisan UK, supplier of the CafeCrush reverse vending machines being deployed in the trial, adds: “Our CafeCrush reverse vending machines reward people for recycling. Users simply insert an empty plastic bottle, it’s crushed and then they receive an incentive. The way the machine works means the bottles are not contaminated by other waste and so, are perfect for recycling. Also, because they are crushed, reducing waste volume by up to 90 per cent, more bottles can be stored and therefore less transportation is needed to get them to recycling facilities – a win for consumers and the environment.”

The announcement is the latest in a series of actions from Coca-Cola Great Britain to ensure its packaging is as sustainable as possible and to encourage more people to recycle. Since the launch of its sustainable packaging strategy last year, Coca-Cola has introduced clearer on-pack recycling messaging on its bottles, and aired a dedicated recycling TVC called ‘Love Story’ which has reached over 30m people.

Coca-Cola Great Britain also continues to be the largest user of recycled food grade plastic in the UK with a commitment to increase the recycled PET in its packs from 25% to 50% by 2020. The company also continues to work closely with UK and Scottish governments looking at the introduction of a well-designed deposit return scheme and other ways to increase recovery and recycling rates.

Coca-Cola Great Britain is responsible for marketing 20 brands and over 80 products to consumers across Great Britain. Led by Coca-Cola, one of the world’s most valuable and recognisable brands, its portfolio includes Fanta, Sprite, Dr Pepper, Oasis, glaceau vitaminwater, glaceau smartwater, Schweppes, Lilt, and Powerade.

Merlin Entertainments plc is a global leader in location based, family entertainment. As Europe’s biggest – and the world’s second-largest – visitor attraction operator, Merlin now operates over 120 attractions, 18 hotels and six holiday villages in 25 countries across four continents, with more than 65 million visitors worldwide.

Unisan UK provides environmental sustainability and recycling solutions to over 1,000 major UK brands, serving Food & Drink Manufacturing, Car Manufacturing, Hospitals & Care Homes, Distribution Centres and the Corporate Facilities Industry.

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Mexican beer brand Corona and charity Parley for the Oceans are taking their partnership against marine plastic pollution to the global stage by hijacking iconic symbols of paradise for today’s World Oceans Day (June 8^th 2018).

As part of the campaign, the partners have created a sculpture, The ‘Wave of Waste’, in Old Street, London, featuring Australian actor Chris Hemsworth (Marvel’s Thor) surfing in a wave of plastic collected in the UK.

Over the last few days, Londoners have been able to contribute to this installation by dropping off their own plastic waste at the site of the billboard.

Corona and Parley launched their partnership a year ago; the latest campaign sees Corona hijacking its own advertising and iconic visions of paradise, plus the classic Hawaiian shirt pattern, to reveal the impact of marine plastic pollution.

Corona is selling a new Hawaiian shirt on its website which features threads made from marine plastic pollution. The Parley Ocean Plastic is collected from the open ocean, remote islands, shorelines and coastal communities. The design subtly features everyday plastic items like toothbrushes and plastic bottles to represent the fact that the issue at a distance is hard to see, but pervasive up close. The limited-edition shirts are available in three colours and can be purchased at wslstore.com/corona for £53 ($70). Proceeds from each Corona Hawaiian shirt will go to Parley for the Oceans to help support its mission to protect our oceans.

Installations like the Old Street one will also be appearing in Melbourne, Santiago, Bogota, Santo Domingo and Lima, all made from plastic collected from local beaches. The London installation includes plastic collected by The Marine Conservation Society from Holywell beach, East Sussex.

“As a brand that is synonymous with the beach, we are seeing the destruction of shorelines and oceans up close,” says Felipe Ambra, Global VP of Corona. “Our ads usually showcase paradise the way we assume it to be, pristine and beautiful, but today it’s increasingly hard to find a beach without plastic. Through our work with Parley, we hope to reverse this trend. This World Oceans Day, Corona wants to remind the world that we all need to protect our beaches to continue enjoying them.”

Corona and Parley point out that roughly eight million metric tons of plastic waste are dumped into the ocean each year. To raise awareness of this fact, the brand is inserting plastic into other places it doesn’t belong. Corona is starting by twisting its own campaign tagline and imagery to show the unfortunate fate of paradise plagued by plastic pollution.

Last month, the partnership changed the name of the “Corona Bali Pro” World Surf League event to “Corona Bali Pro-tected”, to make the point that even the most remote and aspirational paradises around the world are suffering.

Corona and Parley are committed to protecting 100 islands around the world by 2020 (see 100IslandsProtected.com). Launched last year, the partnership is already working with local communities in the Maldives, Dominican Republic and Chile and will continue to scale up efforts in several more regions within the next year. Corona x Parley also announced a fundraising platform called Clean Waves in May that upcycles plastic pollution into fashion products for purchase, with all proceeds going to additional island protection.

Parley for the Oceans is a global network covering the creative industries, brands, governments and environmental groups aimed at protecting the oceans. The organization has formed alliances with major corporations including adidas, Anheuser Busch InBev (Corona), Intel and the United Nations.

Corona is the leading beer brand in the Mexico and the most popular Mexican beer worldwide, exported to more than 180 countries. The Corona brand is owned by Anheuser-Busch.

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Strathmore, the A.G.Barr-owned Scottish water brand, will be supporting this August’s Glasgow 2018 European Championships, the new multi-sport event which brings together the existing European Championships of some of the continent’s major sports including Aquatics, Cycling, Gymnastics, Rowing and Triathlon, as well as a new Team Golf Championships.

Scottish athlete Ross Murdoch (left of picture), Glasgow 2018 sporting ambassador and official ambassador for the Strathmore brand, joined the Glasgow 2018 mascot, Bonnie the Seal, and Jonathan Kemp (right), Commercial Director at A.G.Barr, to help the company launch the partnership.

Strathmore, which has been named as Official Partner of the championships, will be supplying its water to hydrate around 3,000 athletes expected to compete in venues across Scotland between 2nd and 12th August, as well as officials, staff, volunteers and medical teams on the ground.

Strathmore, Glasgow 2018 and Glasgow City Council are working together to ensure the Games are as environmentally-friendly as possible. There will be over 500 recycling bins distributed across venues to encourage the recycling of all Strathmore water bottles consumed at the Championships along with other recyclable waste.

Jonathan Kemp, Commercial Director at A.G.Barr, says: “We’re incredibly proud of the work that Strathmore does to encourage more people to take part in sport as part of its Do More campaign, so to be the Official Water of Glasgow 2018 European Championships, a multi-sport event which will engage and inspire so many people, highlights our ongoing investment and commitment to all levels of sport.”

Strathmore water joins Atos, Gleneagles, Harper Macleod LLP, Avid, NVT Group, Aggreko, Glasgow Airport and Arco as part of the Glasgorowing, w 2018 sponsor family.

The Strathmore water brand is owned by AG Barr. It is currently the official water supplier of British Athletics and IAAF World Indoor Championships Birmingham 2018. The brand is also a water partner with Scottish Swimming, Scottish Athletics, and Scottish Rugby, and supports many other mass participation events including Edinburgh Marathon, and the UCI Mountain Bike World Cup.

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Coca-Cola UK has announced that its Coca-Cola Christmas truck tour will kick off for 2017 in Glasgow on November 11th and will visit 42 stops nationwide during the festive season, before making its final appearance at Lakeside, Essex, on December 17th.

This year, visitors will be able to snap and project their festive selfies across the side of the truck while enjoying a 150ml can of Coca-Cola Zero Sugar, Diet Coke or Coca-Cola Classic in a winter wonderland setting.

For those visiting as the sun sets, the truck comes to life with a special animation celebrating the magic Coca-Cola brings to Christmas. Every truck stop will also include a recycling call-to-action, encouraging consumers to recycle bottles and cans in line with Coca-Cola’s recent ‘Love Story’ recycling advert.

Over the last seven years, the truck tour has attracted thousands of consumers generating over 50,000 festive photos. It has travelled over 730,000 miles – the equivalent of 29 times around the world – twinkling its 8,772 fairy lights and playing the iconic ‘Holidays are Coming’ jingle.

Coca-Cola’s ‘Holidays Are Coming’ advert will return to UK screens, 22 years since first being aired. The first air takes place on November 17^th with a special Christmas twist on Channel 4.

Aedamar Howlett, marketing director for Coca-Cola Great Britain, says: “Coca-Cola is synonymous with the Christmas season and it’s no secret that our much-loved Christmas Truck Tour marks the unofficial countdown to Christmas. We can’t wait to start spreading holiday cheer and we are excited to announce a brand new route for 2017 – which brings a sprinkling of festive magic to fans across the UK.”

Full details of the Coca-Cola Christmas truck tour are available at www.cocacola.co.uk/coca-cola/trucktour-2017/. Consumers are being encouraged to get involved on Twitter using the #HolidaysAreComing emoji throughout December or by sharing a picture on Snapchat or Instagram, using the Coca-Cola festive filters.

Coca-Cola will also be collaborating with Capital FM for its 9^th annual Jingle Bell Ball, where an estimated 32,000 attendees will receive a sample of Coca-Cola Zero Sugar.

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Swedish fruit cider brand Kopparberg has ended its UK summer experiential activation campaign in style, with a brand-new activation, ‘The Recycling Rig’, a giant machine which rewards consumers who recycle with great summer music.

The Recycling Rig, which made its first appearance in London parks and other hotspots over the late August Bank Holiday weekend, is the latest installment of Kopparberg’s ‘Fånga Dagen’ campaign.

Built from up-cycled materials including reclaimed wood, the three-metre-high Recycling Rig features a total of 30 music speakers and a resident DJ who plays music in return for empty bottles and cans.

The more rubbish handed in, the longer the music plays. In return for their empties, the truck will play remixes of popular classics and summer inspired hits.

Devised by agency 18 Feet & Rising, in partnership with GoodStuff, W Communications and Bigger, the two-week summer activity will be leveraged across multiple channels, including digital, experiential, PR and social media.

The Recycling Rig is the next evolution in Kopparberg’s ‘Fånga Dagen’ brand promise – ‘Fånga Dagen’ is the Swedish equivalent of ‘life is what you make it’. Capturing the pioneering spirit of being alive and ‘in the moment’, Kopparberg says it’s a feeling that is encapsulated within Kopparberg town and the independent brewery that still operates there today.

Rob Salvesen, Senior Marketing Manager at Kopparberg, commented: “We’ve launched the Recycling Rig because it captures that spirit of ‘Fånga Dagen’ – it’s encouraging us all to do our bit to keep our parks green, while having a great time too. It’s a mindset we live by in Kopparberg town and the reason why our brand was created 24 years ago.”

Will Thacker, Creative Director at 18 Feet and Rising, says, “While we are all experts at enjoying the weather, we’re usually much less gifted at cleaning up after a party. We wanted to raise awareness of this in an unsuspecting but entertaining way. As Kopparberg’s retained ATL agency we are constantly working together to find more dynamic and interesting ways to bring awareness of the brand to consumers, while doing good and sharing positive messages.”

Sam Drake, Managing Partner at Goodstuff, adds: “We are always looking to deliver campaigns that set Kopparberg apart from the category. A giant-size, music-playing, recycling machine does exactly that. Working in true agency collaboration alongside some leading social influencers we believe we have all the ingredients for a campaign that nails our Fånga Dagen philosophy. Skal.”

The Kopparberg Bryggeri (Kopparberg Brewery) is based in the small Swedish town of the same name, and was founded in 1882. The brewery is a family-owned independent company.

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Energizer has partnered with Volt electric bikes for a new promotion for its Energizer EcoAdvanced batteries, offering the chance to win one of 15 Volt cycles worth £1,500 each.

Launching on June 8 and running for three months, the on-pack prize promotion is giving away five e-bikes each month. To enter, consumers have to buy a promotional pack of Energizer EcoAdvanced batteries, go online to the promotional website, energizer.eu/uk/summer-promotion/, and enter their details and the last six digits or the product’s barcode.

Stuart Picton, brand marketing for Energizer, said: “We are delighted to be partnering with Volt to offer E-bikes to Energizer EcoAdvanced shoppers. The promotion is designed to remind consumers of the longer lasting performance of Energizer EcoAdvanced batteries whilst at the same time promoting environmental sustainability and innovation, key values of the Energizer brand.”

Energizer is supporting the promotion with in-store displays and point of sale material for retailers.

Launched in 2015, Energizer EcoAdvanced is a long lasting AA/AAA alkaline battery made with 4% recycled batteries The environmental sustainability element provides a natural fit for E-bikes, Energizer says.

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Levi’s is rolling out its clothes recycling initiative in the UK, with a 10% discount on Levi’s products for consumers who donate old clothes and shoes.

Collection boxes are being installed in Levi’s stores and customers who bring in any brand of clean, dry clothing or shoes for recycling will be given a voucher which they can trade in for a discount.

The company apparently plans to expand the initiative across the rest of Europe by the end of 2017.

As reported in www.promomarketing.info in the run up to Christmas last year, Levi Strauss & Co in the US linked with charity Goodwill to help shoppers give unwanted clothing and footwear to the charity and also raise funds for it.

The clothing giant put a special shipping label on its US ecommerce sites for its Levi’s and Dockers brands (see picture) which consumers could download for free. They could then fill boxes – such as the ones they got when they ordered goods from Levi’s and Dockers – with old clothes and shoes they wanted to donate to charity, stick the labels on and put them in the post. The packages were then sent to the local Goodwill depot.

Levi’s also donated $5 for every box shipped using one of the labels, up to a maximum of $50,000.  On ‘Giving Tuesday’ – December 1st, 2015 – Levi’s doubled its contribution to $10 for every free shipping label used, in support of the Global Day of Giving.

The Levi’s activity was supported by a service called Give Back Box, which allows consumers to reuse shipping boxes and even old cardboard to donate unwanted clothing and other items to charity. The idea is to make it easier for consumers to give things they no longer need to charity, saving them the hassle of having to go to a charity shop or collection point.

Levi’s also has a partnership with a US textile recycling company called I:CO where customers can get discount vouchers worth up to 20% off when they drop unwanted items off in-store.

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