Greenpeace parodies ‘Coke Rewards’ site to boost cash for containers campaign

Press release - 20 August, 2013
Greenpeace launches new website.

Greenpeace Australia Pacific has launched a new website parodying that highlights Coca-Cola Amatil’s muscular campaign to prevent the national roll out of a cash for containers scheme that has been so successful in South Australia for more than three decades. 

Visit the new site here:

“Coke’s opposition to a beverage recycling scheme is dodgy. This is reflected in an impossible-to-click ‘Refund my 10c’ dodge button which like Coke’s support for recycling can’t be pinned down,” explains Seb Cumberbirch Digital Strategy Manager for Greenpeace Australia Pacific.

“The campaign allows our supporters to imagine a time when Coke is not only supportive of a national cash for containers scheme, but even provides a 10 cent online refund.”

“The website continues Greenpeace’s fine tradition of aping big corporation’s marketing campaigns to shine attention on corporate policy wrongdoing, embodied by Greenpeace’s take on Shell’s campaign to drill for oil and gas in the Arctic.

“We have played with the company’s Coke Rewards customer loyalty marketing program, subverting this marketing tool to make fun of  the company’s dogged resistance to a scheme which a recent Newspoll shows 84 per cent of Australians want and that has been successful in South Australia for over three decades,” Seb Cumberbirch said.

Coca-Cola Amatil - hand in hand with the Australian Food and Grocery Council and big beverage companies like Lion Nathan and Schweppes - are currently fighting the expansion of cash for containers.

Beverage companies took successful court action in March against the NT government’s scheme and the company’s influence was behind commercial TV stations banning Greenpeace’s controversial ad lampooning Coca-Cola’s opposition to effective recycling (since viewed on Youtube more than 1.3 million times). An ad campaign featuring plus size model Laura Wells has since been rolled out nationally.

“To date, our campaign to win a beverage recycling scheme has been serious and quite confrontational, reflected in our banned TV advertisement showing dead birds falling from the sky having choked to death on plastic waste,” said Greenpeace Campaigner Reece Turner.

“This change of tack employs cheeky humour to belittle Coke’s stiff opposition to a cash for containers scheme. On facebook our supporters are enjoying the site and sharing the joke,” Mr Turner said.

Greenpeace’s site enables consumers to email Coke CEO Terry Davis to request Coke back a container recycling scheme.

For more information: Alison Orme Media Greenpeace Australia 0432 332 104
For interview: Seb Cumberbirch  Digital Strategy Manager +61 2 9263 0333