Coca-Cola launches pro-recycling campaign in Bangladesh a year after opposing ‘cash for containers’ scheme in Australia

Coke Dhake campaignCoca-Cola has launched a campaign to encourage the people of Bangladesh to recycle – just a year after the fizzy drinks company enraged environmentalists by attempting to block a recycling scheme in Australia.

Coke’s ‘Happiness Arcade’ campaign in the Bangladeshi capital of Dhaka encourages locals to deposit empty Coke bottles in an arcade machine. Once a bottle is placed in the machine, it dispenses a credit to play an arcade game.

“This is just a small start for the re-cycling movement in Dhaka – making a case for recycling, one game at a time”, a press release from Coke’s ad agency, Grey, reads. The media releases comes with a case study video of the campaign.

However, the Happiness Arcade emerges just a year after Coke outraged green groups in Australia by lobbying politicians to block a  recycling scheme known as “cash for containers” .

To highlight the consequences of Coke’s opposition to the scheme, Greenpeace launched a campaign called ‘Stop Coca-Cola trashing Australia’. The campaign included a TV ad that showed people drinking bottles of Coca-Cola by the beach as sea birds dropped dead from the sky with stomachs filled with plastic.

The ad was banned by Australia’s major TV networks.

One TV network, Channel Nine, had originally agreed to run Greenpeace’s ad after the group raised $20,000 for it to air. The station accepted the booking payment but changed its mind after viewing the ad.


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