Case Study
Coca-Cola
Ensuring Coca-Cola's bottles find new life after your last sip
- ServiceStrategic Communications
- SectorConsumer Goods & Retail
- Capability
Media Relations, Creative Strategy, Content & Publishing Strategy, Experiential
Coca-Cola is taking action on its World Without Waste commitment in Thailand by promoting end-to-end recycling with the launch of 100% recycled plastic PET bottles, educating the public on recycled PET (rPET) and encouraging them to join Coca-Cola’s recycling journey. To achieve these goals, Hill & Knowlton Thailand developed a campaign to showcase Coca-Cola’s recycling commitment to stakeholders and consumers.
Experience-driven awareness for rPET circularity
Coca-Cola Thailand took a meaningful step towards plastic circularity by hosting an event, Bottles Can Have Many Lives, where the brand launched 100% rPET bottles for Original Taste and Coca-Cola Zero Sugar 1-litre (excluding caps and labels). The full day event was divided into two sections, an educational morning panel featuring representatives from Coca-Cola Thailand and its recycling partners Trash Lucky Ltd., ENVICCO Limited and the Mall Group Co Ltd., and an evening session where attendees were encouraged to bring five Coke bottles to recycle. The first 30 participants who brought five bottles were then invited to a private mini-concert featuring famous Thai singer PP-Krit Amnuaydechkorn.
Capitalizing on a viral moment
Within the first hour of the concert, Bottles Can Have Many Lives (#โค้กคิดเพื่อโลกxppkrit) was in the top three trending positions on X in Thailand, with upwards of 118,000 mentions in 24 hours. Moreover, journalists from 91 publications attended the full, day-long event, publishing content about the experience that reached an estimated 315 million individuals.
Continuing consumer education through media and influencer partnerships
Following the event, H&K Thailand helped Coca-Cola promote recycling with ongoing education. Understanding that the concepts and manufacturing behind rPET bottles is challenging to explain, the team helped develop a stream of content including easy-to-understand infographics, videos and rPET stories, illustrating the recycling process and how it helps reduce plastic waste. The content was then amplified through media and influencer channels to extend reach to wider audiences.
