The Coca-Cola system in Thailand has launched the fourth year of its successful “Coke Recycle Me with Trash Lucky” campaign with a renewed focus on engaging Gen Z consumers and an expanded network of over 80 drop-off locations across five provinces. This year’s campaign is set to be the biggest yet, with over 4,400 prizes worth over 2 million baht up for grabs, including an electric car and IT gadgets.
“The ‘Coke Recycle Me with Trash Lucky’ campaign is part of Coca-Cola’s global ‘World Without Waste’ strategy to collect and recycle the equivalent of every bottle or can we sell by 2030,” said Sarut Wittayarungruangsri, Senior Director of Public Affairs, Communications, and Sustainability for Coca-Cola Thailand, Myanmar, and Laos. “We’re excited to amplify our efforts this year by specifically targeting Gen Z consumers through partnerships with universities and offering incentives like ‘Coca-Cola’ merchandise and LINE MAN discounts to facilitate recycling.”
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The campaign is a collaborative effort between Coca-Cola Thailand, its bottling partners ThaiNamthip and HaadThip, and key partner Trash Lucky. This year, the campaign has welcomed new partners Siam Piwat Group and LINE MAN, joining existing partners Indorama Ventures, Thai Beverage Can, Big C Supercenter, CP Axtra (Makro and Lotus’s), The Mall Group, and Shell.
The expanded network of drop-off locations includes major retail outlets, universities, and even the iconic Siam Paragon shopping center. Trash Lucky’s smart recycling bins, which instantly track the weight of recyclables and award points, are being deployed at these locations to gamify the recycling process and incentivize participation.
Nattapak Atichartakarn, Co-founder and CEO of Trash Lucky, emphasized the company’s commitment to making recycling fun and rewarding. “We’re leveraging technology to make recycling more accessible and engaging, and our partnerships with Indorama Ventures and Thai Beverage Can ensure that the collected materials are effectively recycled,” he said.
The campaign’s impact extends beyond environmental benefits. Thai Beverage Can will donate proceeds from recycled aluminum cans to the Prostheses Foundation of H.R.H. the Princess Mother, which provides artificial limbs for amputees.
Key Highlights of the “Coke Recycle Me with Trash Lucky” Campaign 2024:
- Over 80 drop-off locations: Expanded network across Bangkok, Nonthaburi, Pathum Thani, Phuket, and Songkhla.
- 4,400+ prizes worth over 2 million baht: Including an electric car, iPhones, iPads, Nintendo Switches, and gold.
- Gen Z focus: Partnerships with universities and incentives like ‘Coca-Cola’ merchandise and LINE MAN discounts.
- Smart recycling bins: Gamifying the recycling process and tracking impact in real-time.
- Social impact: Proceeds from recycled aluminum cans support the Prostheses Foundation.
The “Coke Recycle Me with Trash Lucky” campaign represents a significant step forward in Thailand’s recycling efforts,combining corporate responsibility, technological innovation, and consumer engagement to drive positive environmental and social change.
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