Cash for containers announcement caused Coca-Cola to cancel Sprite Showers at Bondi

One activation went ahead at Surfers Paradise at the weekend

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.

responsible runners and mike baird facebook

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 


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