The Coca-Cola system in Thailand, comprising ThaiNamthip Corporation Limited, HaadThip plc, and Coca-Cola (Thailand) Ltd., in collaboration with key partner Trash Lucky Co., Ltd. launched today the 3rd annual installment of the ''Coke Recycle Me with Trash Lucky" campaign.
This year's campaign will be the biggest yet and aims to promote and encourage Thai consumers to adopt waste separation practices and actively participate in the recycling process. The campaign involves the development of a robust waste management system expanding the recycling network, partnering with seven leading organizations in Thailand.
Existing retail partners like Lotus's and The Shell Company of Thailand will be supporting the campaign as well as new partners - The Mall Group Co., Ltd. and Big C Supercenter Plc. Together, the campaign will establish 64 recycling drop-off locations across Bangkok, while also expanding the pilot program to include five drop-off points in Phuket, supervised by HaadThip Plc.
Smart recycling bins will be introduced to instantly track the weight of recyclables and points when depositing materials. PET plastic bottles collected during the campaign will be sent to Indorama Ventures for converting into recycled plastic (rPET) flakes, used to produce clean and safe packaging. Furthermore, a new alliance with Thai Beverage Can will support the recycling of aluminum cans in this campaign. For every aluminum can donated during the campaign, a donation will be made to support the Prostheses Foundation, under the patronage of H.R.H. Princess Srinagarindra.
The ''Coke Recycle Me with Trash Lucky" campaign focuses on public recycling and sustainable waste management practices and incentivizes consumers to adopt circular economy principles - starting with recycling in daily life. Participants earn chances to win monthly prizes worth 2 million Baht in total.
Nuntivat Thamhatai, Public Affairs, Communications, and Sustainability Director of Coca-Cola (Thailand) Ltd., said: "With Coca-Cola's 'World Without Waste' vision to help collect and recycle the equivalent of every bottle and can we sell by 2030, we are excited that the ''Coke Recycle Me with Trash Lucky" campaign is in its 3rd year and we are delighted by the successful result of driving consumers' behavioral change on separating out valuable recyclable bottles and cans from non-recyclable waste, as well as our strong partnership with Trash Lucky, Indorama Ventures, Lotus's and Shell. We have also extended the partnership network this year to aluminum material partner, Thai Beverage Can, and retail partners, The Mall and Big C, to expand the number of recycling drop-off locations. We are delighted that our partners have the same vision as solving the packaging waste issue requires cooperation from all stakeholders. This is not a competitive space but a collective effort to drive sustainable behavioral change."
Nattapak Atichartakarn, Co-founder and Chief Executive Officer of Trash Lucky Ltd., said: "Last year's six-month campaign ''Coke Recycle Me with Trash Lucky" was well received by Thai consumers and the campaign collected over 70,000 kg of recycled materials, with over 9,500 kg of post-consumer PET plastic (approx. 428,760 bottles of 600 ml size), returned to the recycling system. For the 3rd year, Trash Lucky will continue to be a key partner providing recycling solutions and education to help the public understand what and how to recycle, alongside convenience in recycling. We are happy to extend cooperation to retail brands such as Lotus's, Shell, The Mall and Big C to help increase the number of drop-off locations across Bangkok. We are also collaborating with HaadThip plc. leading in Phuket, with a total of 69 locations. We believe that the collective efforts of consumers will pave the way to significant success in tackling the waste issue. Besides collecting recycled materials, we will measure results and survey participants' perspectives and understanding of recycling in order to reaffirm our goal promoting a sustainably-recycling daily lifestyle by holding to the 3Rs principle: Reduce - Reuse - Recycle."
Dr. Sujitra Vassanadumrongdee, Project Manager of Chula Zero Waste and senior researcher at the Environmental Research Institute, Chulalongkorn University, said: "Tackling waste issues cannot be solved by any single organization - it requires cooperation from all stakeholders. ''Coke Recycle Me with Trash Lucky" is another campaign that reflects the partnerships' operations under the principle of EPR (Extended Producer Responsibility). These partnerships voluntarily contribute to the success in encouraging managing used packaging and other recyclable material returns to the recycling system, as well as promoting Bangkokian's waste sorting behaviors. The value learned from this endeavor will serve as a crucial fundamental for all sectors to help in developing sustainable packaging management systems under the ongoing governmental legislation process integrating into the circular economy."
Naweensuda Krabuanrat, Head of Global CSR, Indorama Ventures PCL, said: "Indorama Ventures' mission is to give new life to used PET collected from the campaign by turning it into recycled PET. We are ready to move forward to the 3rd year in cooperation with 'Coke' and all significant partners, to continue working and promoting additional drop-off locations. As the world's largest producer of PET, we have developed recycling technologies that comply with the Thai Food and Drug Administration's standard for ensuring that the PET recycling process is standardized and safe for consumers, and that bottles can be returned to high-quality closed-loop recycling thereby helping reduce waste from plastic bottles."
''Coke Recycle Me with Trash Lucky" is a six-month campaign running from July 1 to December 31, 2023 run by Trash Lucky, with prizes sponsored by 'Coca-Cola'. Participants have the chance to win prizes totaling 2 million baht from over 3,000 prizes. Throughout the six-month duration, more than 500 monthly prizes will be awarded, with the grand prize being an electric vehicle 'Neta V' valued at 549,000 baht. Meanwhile, participants can register through the LINE Official Account: @trashlucky. Once registered, the participant receives a member ID. Participants can sort recyclables, such as plastic, metal, glass, and paper, and pack them into bags or parcels labeled with their name and member ID. The recyclables can be submitted in two ways: Drop off the sorted recyclables in the designated bin at any participating location such as 17 Lotus's stores; 28 Shell stations; 4 The Mall branches; 12 Big C stores; Smart bins at Bangkok City Hall and the National Intelligence Agency. Alternatively, order Trash Lucky's recyclable pickup service to conveniently dispose of recyclable materials. Participating in this campaign brings the opportunity to earn chances to win exciting prizes based on recycling activities.
To read more about the campaign and make donations in support of the Prostheses Foundation of H.R.H. the Princess Mother, please visit the official website at https://trashlucky.com/recycleme
Source: Hill & Knowlton
