The Coca-Cola system in Thailand, which includes ThaiNamthip Corporation Limited, HaadThip plc, and Coca-Cola (Thailand) Ltd., has expanded its 'Coke Recycle Me with Trash Lucky' campaign for the fourth consecutive year. The campaign highlights the importance of recycling aluminium cans and plastic bottles.
This year's initiative involves enhanced collaborations with existing and new retail partners to establish over 80 drop-off locations across Bangkok, Nonthaburi, Pathum Thani, Phuket, and Songkhla. These efforts also encompass increased involvement from recycling partners and sponsors, aiming to promote the recycling of materials like aluminium cans and plastic bottles and highlight environmental awareness.
Nattapak Atichartakarn, Co-founder and Chief Executive Officer of Trash Lucky Ltd. said, "We are thrilled to announce that we will be running our recycling campaign for the fourth consecutive year, helping promote recycling in Thailand. Our goal this year is to spread excitement and encourage more consumer engagement by expanding our drop-off to over 80 locations, including Songkhla, a new province for this year's campaign. Furthermore, to facilitate participants reaching the drop-off points, we have partnered with LINE MAN, making our drop-off points even more accessible."
2024 campaign
This year's campaign aims to engage university students with enticing prizes such as electric cars and IT gadgets, which will be awarded monthly, totalling more than 4,400 prizes valued at over 2 million baht. Participants also have the opportunity to earn immediate rewards through point redemption, offering exclusive 'Coca-Cola' limited edition premiums and discounts on LINE MAN RIDE services to facilitate transportation of recyclable materials to designated drop-off points.
The 2024 campaign has expanded its network of recycling drop-off locations through new partnerships. Joining existing partners such as Indorama Ventures, Thai Beverage Can, Big C Supercenter Plc., CP All (operator of Makro and Lotus stores), The Mall Group Co., Ltd., and The Shell Company of Thailand are newcomers Siam Piwat Group and LINE MAN. This extended collaboration aims to increase convenience and accessibility for recycling across various locations.
Expansion of the drop-off locations
HaadThip plc., Coca-Cola's bottling partner, is spearheading the expansion of drop-off locations across Southern Thailand, from Phuket to Songkhla. Consumers can actively engage in the campaign through Mahidol University, Chulalongkorn University, King Mongkut's University of Technology North Bangkok, and Prince of Songkla University Hat Yai Campus. These university campuses will feature installed recycling bins and organized activities to encourage recycling behaviours among students and the wider community.
"We are also leveraging Trash Lucky's smart recycling bin technology to instantly track the weight of recyclables, and collect member points when depositing materials, making recycling a fun and rewarding experience. Through this initiative, plastic bottles and aluminium cans collected can have many lives through our partnerships with Indorama Ventures and Thai Beverage Can. Collected PET plastic bottles will be converted into recycled PET (rPET) flakes so the packaging can have another life. Meanwhile, the collected aluminium cans will be recycled, and the money raised from their recycling will be donated to the Prostheses Foundation of H.R.H. the Princess, which will be used to produce artificial legs for amputees," added Nattapak Atichartakarn.
The campaign runs from July 1 to December 31, 2024. Participants can also redeem points for exclusive Coca-Cola premiums and receive discount codes for LINE MAN Eco and LINE MAN Bike, facilitating easier access to collection points.
Sarut Wittayarungruangsri, Senior Director of Public Affairs, Communications and Sustainability, Coca-Cola Thailand, Myanmar, and Laos, added, "The "Coke Recycle Me with Trash Lucky" campaign is part of Coca-Cola's World Without Waste strategy to help collect and recycle the equivalent of every bottle or can for each one we sell by 2030. Coca-Cola's efforts alone cannot solve the plastic and waste problem, so we are also gearing up to inspire Thais to help recycling. To engage even more effectively, we want to increase the participation of Gen Z consumers through partnerships with universities and more incentives. Moreover, participants can have a quick win through point redemption for 'Coca-Cola' merchandise and discount codes for LINE MAN Eco and LINE MAN Bike, help facilitate access to recycling collection points."
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