Coca-Cola Thailand launches 3rd ‘Coke Recycle Me with Trash Lucky’ drive for PET bottles and aluminium cans

On June 26, the Coca-Cola system in Thailand, consisting of ThaiNamthip Corporation Limited, HaadThip plc, and Coca-Cola (Thailand) Ltd., joined forces with key partner Trash Lucky Co., Ltd. to launch the 3rd annual "Coke Recycle Me with Trash Lucky" campaign.

This year's campaign is the largest to date and intends to encourage Thai consumers to adopt waste separation practices and take an active role in recycling. To achieve this, the campaign will establish a strong waste management system and expand the recycling network by collaborating with seven prominent organisations in Thailand.

The campaign to promote recycling in Bangkok and Phuket will be supported by existing partners such as Lotus and The Shell Company of Thailand, as well as new partners like The Mall Group Co., Ltd. and Big C Supercentre Plc. The campaign will set up 64 recycling drop-off locations in Bangkok and five in Phuket, which will be supervised by HaadThip Plc.

The campaign will introduce smart recycling bins to instantly track the weight of recyclables and award points to users. PET plastic bottles collected during the campaign will be converted into recycled plastic (rPET) flakes by Indorama Ventures for producing clean and safe packaging.

Additionally, Thai Beverage Can has joined the campaign to encourage the recycling of aluminium cans. For every aluminium can donated during the campaign, a contribution will be made to support the Prostheses Foundation under the patronage of H.R.H. Princess Srinagarindra.

The Public Affairs, Communications, and Sustainability Director of Coca-Cola (Thailand) Ltd., Nuntivat Thamhatai, explained: 'With Coca-Cola's 'World Without Waste' vision to help collect and recycle the equivalent of every bottle and can we sell by 2030, we are excited that the 'Coke Recycle Me with Trash Lucky' campaign is in its 3rd year, and we are delighted by the successful result of driving consumers' behavioural change on separating out valuable recyclable bottles and cans from non-recyclable waste, as well as our strong partnership with Trash Lucky, Indorama Ventures, Lotus's and Shell. We have also extended the partnership network this year to aluminium material partners, Thai Beverage Can, and retail partners, The Mall and Big C, to expand the number of recycling drop-off locations. We are delighted that our partners have the same vision as solving the packaging waste issue requires cooperation from all stakeholders. This is not a competitive space but a collective effort to drive sustainable behavioural change."

Also, the Co-founder and Chief Executive Officer of Trash Lucky Ltd., Nattapak Atichartakarn, remarked:  "Last year's six-month campaign 'Coke Recycle Me with Trash Lucky' was well received by Thai consumers and the campaign collected over 70,000 kg of recycled materials, with over 9,500 kg of post-consumer PET plastic (approx. 428,760 bottles of 600 ml size), returned to the recycling system. For the 3rd year, Trash Lucky will continue to be a key partner providing recycling solutions and education to help the public understand what and how to recycle, alongside convenience in recycling. We are happy to extend cooperation to retail brands such as Lotus's Shell, The Mall and Big C to help increase the number of drop-off locations across Bangkok. We are also collaborating with HaadThip plc. leading in Phuket, with a total of 69 locations. We believe that the collective efforts of consumers will pave the way to significant success in tackling the waste issue. Besides collecting recycled materials, we will measure results and survey participants' perspectives and understanding of recycling in order to reaffirm our goal of promoting a sustainably-recycling daily lifestyle by holding to the 3Rs principle: Reduce - Reuse - Recycle."

The "Coke Recycle Me with Trash Lucky" campaign aims to promote public recycling and sustainable waste management practices, encouraging people to adopt circular economy principles in their daily lives. By participating in the campaign, individuals can earn chances to win monthly prizes worth a total of 2 million Baht. The campaign will run for six months, from July 1 to December 31, 2023, and is organised by Flash Lucky, with prizes sponsored by Coca-Cola. There are over 3,000 prizes available for participants to win.