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Regional Coke Labels Sacrifice Branding for Recycling Education

With Coca-Cola set to roll out its new range of plastic bottles made entirely from rPET in Sweden, the beverage giant is unveiling new labels that sacrifice its iconic red and white-cursive branding for a powerful recycling message.

Recycle Me Again Portfolio Shot

As reported by Packaging World in November, all Swedish Coca-Cola bottles are now going 100% recycled PET (rPET). New labels on Coca-Cola’s new bottles are designed to encourage consumers to recycle more, supporting Coca-Cola’s goal to collect a bottle or can for each and every one it sells and create a circular economy for plastic packaging. 

The labels will clearly communicate the message “Jag är gjord av 100% återvunnen plast,” which translates to “Recycle me again. I am made of 100% recycled plastic.” This message not only encourages recycling, it also signals that the bottle is already made of post-consumer material, hence it will be recycled “again.”

The move, which forms part of Coca-Cola’s sustainable packaging strategy, hints at the brand’s ambition for wider markets across Western Europe, where, ultimately, its goal is to replace all virgin-PET in its plastic bottles with 100% rPETor renewable materials, until it reduces its need for virgin-PET to zero. 

“It takes collaboration to achieve a circular economy for packaging,’ says Sofie Morsink Eliasson, general manager at Coca-Cola European Partners Sweden We have a great deposit system in Sweden—where the majority of the bottles are collected—and today, 85 percent of all PET bottles are deposited and recycled. The ambition of the initiative is to increase the level of recycled bottles still further towards our goal of 100% by 2025. I am grateful to everyone involved for their commitment to helping increase of the collection rate in Sweden still further.”

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