Agency: Bartle Bogle Hegarty
Coca-Cola has partnered with Sita UK, Locog's waste management partner, to recycle the clear plastic Pet bottles at the Olympic Park.
The recycled materials will be used to make 80 million new Coke bottles. The soft-drinks giant aims to have the new bottles made within six weeks of the closing ceremony.
Coke is also pledging to recycle bottles that have not been made by the soft drinks company, which have been bought to the venue by visitors.
Locog has a sustainability target of sending zero waste to landfill with at least 70% of all waste at the Olympic Park being reused, recycled or composted. Coca-Cola estimates its recycling efforts will deal with a fifth of consumer waste produced on the site.
Coca-Cola's "sustainability roadmap" for 2012 sets out commitments across waste, climate change, and health and wellness, which has been designed by the brand to leave a "legacy" of improved sustainable living in the UK for consumers, suppliers, and the Coca-Cola business.
Key commitments made by Coca-Cola include all drinks within the myCoke portfolio being served in PlantBottle packaging, which is made with up to 22.5% plant based materials and is 100% recyclable.
Jon Woods, country manager, Coca-Cola Great Britain & Ireland, said: "London 2012 provides a spectacular opportunity for everyone in the UK to raise the bar on sustainability
"We know from experience that our sponsorship can inspire our own business to take a leap forward in sustainability, and we're committed to building on what we've learnt to help Locog make London 2012 the most sustainable Games of modern times."
In September, Sanjay Guha, marketing and Olympics director for Coca-Cola Northwest Europe and Nordics (NWEN), told Marketing that the brand's recycling efforts have already started in the UK, with the installation of more than 250 recycling bins in London already in place.
This article was first published on marketingmagazine.co.uk