In an initial project arranged by Vizeum and Posterscope, Coca-Cola is sponsoring 20 plastic bottle recycling points in Lakeside Thurrock and Midsummer Place, Milton Keynes, using Citybox advertising units in the main shopping aisles.
The Coca-Cola-branded units will be used to recycle plastic bottles, but will also store other types of recycling and are colour-coded in line with recommendations by the Department for Environment, Food and Rural Affairs.
David Walsh, managing director of Citybox , said its units were designed to be placed in the heart of shopping centre aisles, offering "high quality display" and "maximum audience potential".
The boxes will be sited to allow easy public access and maintenance by centre staff. Research by charity Recoup has shown accessibility and repetition is crucial for driving usage of available recycling facilities.
Citybox has advertising opportunities in 142 shopping centres, 14 of which currently use the boxes for recycling.
Outdoor
Maisie McCabe, mediaweek.co.uk, 07 January 2009, 2:05pm
Coca-Cola to sponsor shopping centre recycling zones
LONDON - Coca-Cola is to sponsor trial recycling zones in shopping centres in conjunction with shopping mall media owner Citybox Advertising.
Centre stage: 20 Coca-Cola-branded recycling units are destined for shopping malls in Thurrock and Milton Keynes
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