Coca-Cola Great Britain has launched a multi-brand ad campaign called “Round in Circles” to raise awareness about its 100 percent-recyclable packaging initiative.

The campaign includes print and out-of-home (OOH) with a focus on transport centers, and will coincide with Recycle Now’s Recycle Week, which Coca-Cola will support by turning the Coca-Cola London Eye green on Wednesday. Creative for the campaign incorporates various different Coca-Cola brands.

The campaign’s message is simple: all Coca-Cola Great Britain bottles are recyclable, and if recycled, can be made into new bottles. Coca-Cola’s aim is to encourage more consumers to recycle and highlight its commitment to helping develop a “true circular economy for its packs.” 

Coca-Cola Great Britain’s marketing director, Kris Robbens, said that the company’s goal is to use more recycled materials across all of their packaging, and hopes that the “Round in Circles” campaign will push them closer to fully sustainable packaging.

One of the founding UK Plastics Pact members, Coca-Cola has been working on its sustainable packaging strategy since 2017. To start, it changed its Sprite bottle from green to clear to make it easier to recycle into a new bottle. Over the next few months, the company’s GLACÉAU Smartwater will be its first brand to move to 100 percent recycled plastic in its bottles. Coca-Cola has also increased the amount of polyethylene terephthalate (PET)—a highly recyclable plastic resin— used in its plastic bottles to at least 50 percent, making Coca-Cola the largest user of recycled PET plastic in Great Britain.

Last week, Coca-Cola announced it will no longer use plastic shrink-wrap across multipack cans sold in Great Britain. Instead, the company will use 100 percent recyclable, sustainably sourced cardboard. This means more than 30 million packs will use cardboard instead of plastic, resulting in 4,000 tons saving of plastic across Western Europe.