F.Y.I.

Wet’n’Wild unveils Coca-Cola recycling campaign

Wet’ n’ Wild has partnered with Coca-Cola Amatil to launch a recycling campaign – focused on educating younger children about recycling, and raising $10,000 for Surf Lifesaving Queensland.  

The announcement:

Monday 20th September 2010: Coinciding with the first day of Queensland school holidays, Wet’n’Wild Water World today unveiled Coca-Cola Amatil’s new recycling campaign:

The creative installations, designed by Momentum Worldwide, feature a colourful caricature of surf lifesavers with a cut out ‘face’ area for visitors to place their heads in, flanked by Surf Lifesaving’s iconic red and yellow flags.

Sabrina Hill-Bailey, Account Director of Momentum Worldwide, said “Momentum wanted to ensure that the installations weren’t just static pieces of communication but something that consumers could interact with too. We wanted to show consumers that recycling could be fun, so we introduced the photo opportunity element, reminiscent of character cut outs normally seen at carnivals and fetes.

“Momentum has been working with Coca-Cola Amatil for over seven years on a variety of campaigns, and this year our focus has been to devise engaging recycling communications and promotions that show their commitment to sustainability in Australia and New Zealand across a variety of differing channels.”

As visitors recycle their Mount Franklin and Coca-Cola bottles through the Coca-Cola cut-out in the beach-themed interactive recycling station they will help to generate funds to support training and education initiatives for Surf Life Saving Queensland and to purchase equipment for high need clubs.

Coca-Cola Amatil will donate 5c for every PET bottle placed in recycling bins within Wet’n’Wild Water World to Surf Life Saving Queensland, up to the value of $10,000.

The initiative aims to promote a positive change in consumer recycling behaviour, a beneficial lesson for the young children who enjoy Wet’n’Wild Water World, encouraging them to adopt positive environmental habits at an early age.

Source: Coca-Cola Amatil press release

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.