Lucozade Ribena Suntory launches campaign asking consumers to re-use plastic bottles

Mark Johnson's picture
by Mark Johnson

Recycle Week in the UK kicked off today and soft drinks firm Lucozade Ribena Suntory has taken out OOH ads asking consumers of its brands to do their bit by recycling their plastic bottles.

Lucozade Energy has replaced its usual orange advertising billboard on the M4, with a Lucozade Apple Blast Green visual asking consumers to ‘Go the extra mile and recycle your bottle’, in line with Recycle Now’s campaign tagline of  ‘It’s in our own hands’:

Lucozade Sport enlisted the support of Lionesses (members of England’s women’s football team) Demi Stokes, Manchester City season player and Jade Moore, Reading season player to encourage consumers to understand the value of plastic with a light hearted challenge to kick empty bottles into the right recycling bin with the video below.

Ribena replaced its brand logo on packs with ‘Recycle Me’ within marketing materials, which will help to drive awareness of its 100% recycled plastic bottle since 2007.

Although the company stressed that the brand switch was only on marketing materials and that no actual bottles would contain the messsage.

However, here at PL Towers, we think that may actually be a great idea.

Recycled Ribena: Message switched on adverts only, not on the bottles

The company said that staff at Lucozade Ribena Suntory HQ will also be out litter-picking every day of Recycle Week in and around the HQ!

Last week the soft drinks group announced plans to only use 100% recycled plastic within the next ten years.

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