Soft drink makers begin to test recycling initiative

WASHINGTON: The National Soft Drink Association has begun testing an integrated campaign to promote recycling. The test is planned to coincide with the summer months, a high-soft-drink-consumption period.

WASHINGTON: The National Soft Drink Association has begun testing an integrated campaign to promote recycling. The test is planned to coincide with the summer months, a high-soft-drink-consumption period.

Davis & Co.'s Washington, DC office is handling advertising, marketing, and PR on the campaign in Pittsburgh and Hampton Roads, VA, said Preston Read, the association's director of environmental affairs.

The association has worked with Davis & Co. in the past, and decided to continue that relationship on this project.

The campaign is aimed at 18- to 34-year-olds, and skewed predominantly to a male audience.

New recycling bins will be placed at public venues such as sports stadiums and arenas to encourage away-from-home recycling. The program will also work with Toyota dealers to give away Toyota Prius hybrid cars.

Recycling in schools will be targeted with contests and give-aways. Other activities will be tied to Earth Day, the Great American Clean-Up, the Pittsburgh marathon, a major Pittsburgh art festival, and the Race for the Cure event in Pittsburgh.

The campaign will run contests with local radio stations in which homeowners will be able to win $100 prizes for recycling. Teams will check recycling bins in neighborhoods around the target cities, and pick winners who recycle.

The campaign will run through Labor Day, after which effectiveness will be evaluated before the program is expanded to other cities.

The association hopes the campaign will increase recycling rates and raise consumer awareness of what can be recycled. Consumers are more likely to recycle two-liter soft-drink bottles than smaller containers because recycling literature often lists only the larger bottles, Read explained.

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