'Coca-Cola' Upscales "Coke Recycle Me with Trash Lucky" Campaign in its 4th Year with New Initiatives

Thursday 27 June 2024 09:05
Engaging Gen Z with more incentives for recycling and increased Drop-off Points
'Coca-Cola' Upscales Coke Recycle Me with Trash Lucky Campaign in its 4th Year with New Initiatives

The Coca-Cola system in Thailand, comprising ThaiNamthip Corporation Limited, HaadThip plc, and Coca-Cola (Thailand) Ltd., in collaboration with the key partner Trash Lucky Co., Ltd., has scaled up the fourth consecutive year of the ''Coke Recycle Me with Trash Lucky" campaign. This year's campaign features extended partnerships with existing and new retail partners for drop-off locations, recycling partners, and prize sponsors, resulting in a total of more than 80 drop-off locations across Bangkok, Nonthaburi, Pathum Thani, Phuket, and Songkhla. This year's campaign aims to promote activities in universities with prizes including an electric car and IT gadgets as monthly prizes, totaling more than 4,400 prizes worth over 2 million baht. Additionally, participants can earn quick rewards through point redemption for special 'Coca-Cola' limited edition premiums and LINE MAN RIDE discounts for consumers to transport recycling materials to drop-off locations.


The 2024 campaign features added recycling drop-off locations as a result of an extended partner network. A new partner, Siam Piwat Group and LINE MAN joined the group of existing partners - Indorama Ventures, Thai Beverage Can, Big C Supercenter Plc., CP Axtra (the operator of Makro and Lotus's), The Mall Group Co., Ltd. and The Shell Company of Thailand. The expansion of drop-off locations in the Southern Thailand from Phuket to Songkhla is driven by HaadThip plc., Coca-Cola's bottling partner. Consumers can participate in the campaign through Mahidol University, Chulalongkorn University, King Mongkut's University of Technology North Bangkok and Prince of Songkla University Hat Yai Campus, where recycling bins will be installed, and activities will be organized to encourage people to recycle.

Sarut Wittayarungruangsri, Senior Director of Public Affairs, Communications and Sustainability, Coca-Cola Thailand, Myanmar, and Laos, said: "The "Coke Recycle Me with Trash Lucky" campaign is part of Coca-Cola's World Without Waste strategy to help collect and recycle the equivalent of every bottle or can for each one we sell by 2030. Coca-Cola's efforts alone cannot solve the plastic and waste problem, so we are also gearing up to inspire Thais to help recycling. To engage even more effectively, we want to increase participation of Gen Z consumers through partnerships with universities and more incentives. Moreover, participants can have a quick win through point redemption for 'Coca-Cola' merchandise and discount codes for LINE MAN Eco and LINE MAN Bike, help facilitate access to recycling collection points."

Nattapak Atichartakarn, Co-founder and Chief Executive Officer of Trash Lucky Ltd., said: "We are thrilled to announce that we will be running our recycling campaign for the fourth consecutive year, helping promote recycling in Thailand. Our goal this year is to spread excitement and encourage more consumer engagement by expanding our drop-off to over 80 locations, including Songkhla, a new province for this year's campaign. Furthermore, to facilitate participants reaching the drop-off points, we have partnered with LINE MAN, making our drop-off points even more accessible. We are also leveraging Trash Lucky's smart recycling bin technology to instantly track the weight of recyclables, and collect member points when depositing materials, making recycling a fun and rewarding experience. Through this initiative, plastic bottles and aluminum cans collected can have many lives through our partnerships with Indorama Ventures and Thai Beverage Can. Collected PET plastic bottles will be converted into recycled PET (rPET) flakes so the packaging can have another life. Meanwhile, the collected aluminum cans will be recycled, and the money raised from their recycling will be donated to the Prostheses Foundation of H.R.H. the Princess, which will be used to produce artificial legs for amputees."

The ''Coke Recycle Me with Trash Lucky" campaign offers more than 4,400 prizes worth more than 2 million baht for participants to redeem or win. 'Coca-Cola' is the main sponsor for prizes including ones that aim to incentivize Gen Z to participate. Prizes include a grand prize of an electric car and monthly prizes such as iPhones, iPads, Nintendo Switches, and gold. These prizes will be awarded throughout the six-month campaign running from July 1 to December 31, 2024. For participants seeking quick wins, they can redeem points for 'Coca-Cola' limited-edition premiums and discount codes for LINE MAN Eco and LINE MAN Bike, help facilitate access to collection point.

To read more about the campaign and prize redemption, please visit the official website at https://trashlucky.com/recycleme

"Coke Recycle Me with Trash Lucky" Campaign

  • Drop-off Point Partners
    • Big C Supercenter Public Company Limited: A leader in the "Hypermarket" category, Big C is committed to organizing social, environmental, and global resources to foster a strong relationship between business and environmental protection. Big C has partnered with the campaign to establish recycling drop-off locations at 14 of their Supercenter branches, including Big C Supercenter Khubon, Itsaraphap, Saphan Kwai, Bangna, Srinakarin, Tiwanon, Rangsit 2, On Nut, Ladprao 2, Bangpakok, and Bang Bon. 
    • Jungceylon Shopping Center: a world-class shopping and entertainment destination for Thai and foreign visitors. We not only offer a wide array of retail outlets, dining, and entertainment facilities but also integrate sustainability into our operations. This year, Jungceylon Shopping Center expanded its green initiatives by providing a drop-off point to facilitate and attract more participants in the Phuket area.
    • CP Axtra, the operator of Makro and Lotus's: As a sustainability leader with nationwide coverage and community reach, Lotus's is proud to support the project for the second consecutive year. Acting as an intermediary, Lotus's will facilitate consumers in returning packaging to be recycled, thereby promoting a closed system of packaging in line with the circular economy concept. Lotus's has established drop-off locations at 16 branches throughout Thailand, including Ladprao, Rama 2, Wang Hin, Bang Kapi, Min Buri, Lat Krabang, Sai Mai 56, Chaeng Watthana, Liab Klong Song, Nong Chok, Rama 1, Phatthanakan, Pinklao, and Lotus Phuket in Phuket. This initiative aligns with Lotus' Sustainability Goals to eliminate waste and landfill by 2030.
    • The Shell Company of Thailand: As part of their Powering Progress strategy, Shell is committed to providing sustainable clean energy and supporting Thailand's transition towards a low-carbon society. With a focus on safety and social responsibility, and the aim of achieving net-zero greenhouse gas emissions by 2050, Shell has expanded its network of recycling drop-off locations to 32 branches.  
    • Siam Piwat Group: For more than six decades, Siam Piwat Group has been committed to business practices that benefit society at large and elevate the quality of life for all Thais. Therefore, we truly appreciate to be a part of this partnership which aligns with our sustainability strategy, especially in terms of environment Siam Piwat also upgrade our 360-degree waste management plan for the goal of "zero waste" by offering 1 drop-off location at our high-traffic area, namely Siam Paragon
    • The Mall Group: As Thailand's first GREEN RETAIL practitioner, The Mall Group is committed to promoting sustainability and social responsibility. In line with its ESG guidelines, The Mall Group has established recycling drop-off locations at four branches: The Mall Ramkhamhaeng, The Mall Lifestyle Store Tha Phra, The Mall Lifestyle Store Ngamwongwan, and Emquartier. 
    • Trash Lucky: Trash Lucky has set up two drop-off locations at Din Daeng and Soi Sathu 49.
  • Recycling Partners
    • Indorama Ventures: As the PET recycling partner, all collected PET plastic bottles will be recycled and processed by Indorama Ventures. The company will oversee the transformation of collected PET plastic bottles, ensuring the highest safety standards are met in a closed-loop packaging system. With cooperation from all parties involved, Indorama Ventures aims to build a fully integrated recycling society, giving new life to PET bottles and significantly reducing plastic waste.
    • Thai Beverage Can: This campaign marks the second time that Thailand's leading beverage can manufacturer has participated as a partner in a container collecting initiative, aimed at introducing it into a closed-loop recycling system. All collected used cans will be sent for recycling without disassembling, thanks to world-class technology in the aluminum can industry chain in Thailand. This makes Thailand one of only four countries in Asia with a comprehensive in-country aluminum can recycling process. Currently, the volume of used aluminum cans entering the recycling process is as high as 88%, which can reduce the carbon footprint by 30 times compared to using new raw materials. This collaboration also promotes Coca-Cola's responsibility towards both the environment and society. By giving new lives to aluminum cans and donating money to support the Prostheses Foundation of H.R.H. the Princess Mother, which will be used to produce artificial legs for underprivileged amputees. Last year, over 868 kilograms of aluminum materials were contributed to the campaign.
  • Prize Sponsor Partner:
    • LINE MAN (Thailand): We are thrilled to partner with this year's campaign as we understand the importance of sustainability and are committed to reducing waste. We are excited to offer 100,000 Thai Baht worth of discount codes for point redemption to support consumers logistically and make it easier to participate in this initiative. By sponsoring these discount codes, we hope to encourage more people to get involved in the campaign and contribute to creating a more sustainable future.

Source: Hill & Knowlton

'Coca-Cola' Upscales Coke Recycle Me with Trash Lucky Campaign in its 4th Year with New Initiatives