Cash for containers announcement caused Coca-Cola to cancel Sprite Showers at Bondi
One activation went ahead at Surfers Paradise at the weekend
Coca-Cola pulled its Sprite Showers activation at Bondi beach two weekends ago because of the NSW State Government’s announcement about introducing a cash for containers scheme, it has confirmed.
The company has been a vocal opponent of cash for container schemes across Australia, even going as far as taking the Northern Territory government to court in 2013 over its scheme.
The activation, which sees showers disguised as a post-mix Sprite machine erected at beaches, had already been built and was due to run over the weekend of February 21, with the company telling Mumbrella at the time it had been pulled due to “unforeseen circumstances” beyond its control.
However in a statement today it confirmed: “When we were made aware that there would be an important announcement from the government on the same weekend, we decided to postpone the Sprite Showers activation at Bondi.
“We did this because we know this is an important initiative for the community and felt it was appropriate for us to allow that to go ahead without the possible interruption of a consumer activation.”
When asked if the “important initiative” was cash for containers a spokesman for Coca-Cola confirmed it was.
NSW Premier Mike Baird was joined by representatives from Responsible Runners for the announcement at Coogee Beach
NSW Premier Mike Baird made the announcement about the scheme coming into force at nearby Coogee Beach on the Saturday morning.
Bondi is home to several activist environmental groups including Responsible Runners, which holds weekly clean ups on the beach, and were with Baird for the announcement.
The activation is part of a wider campaign, created by McCann, which aims to position Sprite, and Sprite Zero, as the beverages that ‘cut through the heat’, with the campaign running across digital, outdoor, proximity media and point-of-sale throughout February and March. The outdoor component sees fog screens and misting panels help deliver the ‘Cut through the heat’ tagline.
Ongoing social activity will run until July and was this weekend on the beach at Surfers Paradise on the Gold Coast.
Coca-Cola said Sprite Showers next travels to St Kilda this Friday and they are currently looking to reschedule Bondi but do not yet have a confirmed date. It said Sprite Showers was set to run in just three locations only.
Nic Christensen
“Coke’s opposition to this scheme promotes environmental damage and takes away pocket money for children.” If I was the Government I would just spit out this line at every opportunity.
None of Coca Cola’s points are in the interest of anyone but themselves.
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I agree with Matt’s comment above. Very cynical of Coca Cola.
Also why does any public space need to be commercialised like this? Showers exist at all public beaches. Whilst I appreciate the council must make a little coin by allowing these kinds of activations, do punters really need to have a large slice of a busy beach taken up for the benefit of the brand concerned. And do the brands factor in that not everyone appreciates these intrusions into public space when making these decisions? You upset as many people as you might positively dispose to your brand with the mayhem these activations tend to create.
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Science tells us that state/s with the scheme have the lowest count of marine debris – specifically bottles, bottle tops and rings. It’s a no brainer. What a great PR opp for Coke to jump on board rather than resist. http://www.csiro.au/marine-debris
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I agree with Matt & Joke, the community wants the deposit scheme, and has for a long time, if that upsets Coca Cola, so be it. Do we really need this style of promotion in our face, on the beach, almost every where you turn. I am happy the deposit scheme is at last on its way, about time.
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you know it sounds a bit sappy but i’m really pleased about the bottle & can recycling scheme. 34,000 people on change.org and a massive groundswell of support looks (at this stage) like it has defeated coke’s army of lawyers.
i have never quite understood why CCA/any of the major drink companies are so against the idea of recycling schemes.. it just makes them look like the villains in that old tv show, captain planet.
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Good
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I am a life saver at North Bondi – when we’re out on the IRB we see quite a lot of plastic in the water and often it has a Coke brand written on it.
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