Role: Account Director | Agency: Mangosteen Public Relations | Image and video credits: Coca-Cola Myanmar
Close the Loop with Coca-Cola Myanmar
In an industry-first move, Coca-Cola intended to introduce its beverage packaging made entirely of recycled plastic (rPET) to a nationwide market in Myanmar. Globally, Coca-Cola has a goal to collect and recycle the equivalent of every bottle or can it sells by 2030, establishing a circular economy for its product packaging. Locally, the goal was to introduce consumers to rPET packaging, reassure of its safety and cleanliness by educating on the rPET bottle lifecycle, and encourage consumers to do their part by recycling bottles after use to give them a new life.
The six stages of the rPET bottle lifecycle
We produced an eye-catching infographic photo series with popular social influencers to raise awareness of the six stages of the rPET bottle lifecycle, introduced the rPET packaging to influencers and media by sending them zero-waste gift boxes that doubled as home recycling bins to encourage them to segregate their plastic waste, launched an online “Pass the Bottle Challenge” to invite people to switch to rPET bottles, and partnered with a local recycler to place 20 collection bins across Yangon to further encourage recycling behaviour.
Influencers and media received the rPET bottles in zero-waste gift boxes that doubled as home recycling bins to encourage them to segregate their plastic waste.
Top-tier media outlets provided more than 50% of the campaign’s media coverage.
1,100,000
Organic Impressions
197,000
Organic Views
98%
Positive Feedback
41
Media & Influencer Mentions