Coca-Cola partnership asks for plastic bottles in exchange for 50% discount to UK attractions

Cola-Cola reverse vending machine

Drinks company Coca-Cola Great Britain has announced a partnership with Merlin Entertainments to offer people 50% off entry to some of the UK’s most popular attractions in exchange for used plastic drink bottles.  

This move follows research by the drinks company which found that 64% of British people would recycle more on-the-go if they were rewarded instantly for their actions.  


The trial will run between the 25 July and the 19 October 2018 and invites people to bring and recycle any 500ml plastic bottle via an on-site reverse vending machine.  

Reverse vending machines will be installed at four of Merlin’s leading attractions and will provide those who deposit empty bottles with a voucher to receive half price entry to 30 of its attractions. 

These attractions include Alton Towers, Thorpe Park, Chessington World of Adventures and Legoland Windsor.  

The partnership comes a year since Coca-Cola Great Britain and Coca-Cola European Partners launched their sustainable packaging strategy alongside a global target to collect and recycle a bottle or can for everyone they sell by 2030 to ensure waste id being reduced.  

Coca-Cola European Partners vice president and general manager Leendert den Hollander said: “We want to reward people for doing the right thing by recycling their bottles and hope to encourage some people who wouldn’t otherwise have done so. Through this exciting new trial with Merlin Entertainments we hope to remind people how valuable their empty plastic bottle is. All of our bottles can be recycled and we want to get as many of them back as possible so they can be turned into new bottles and not end up as litter.” 

Merlin Entertainments head of force for good Sandra Hazel said: “This partnership with Coca-Cola Great Britain demonstrates our shared ambition to use our brands for good. We’re constantly looking for ways to raise awareness and help contribute to a better environment.  

“As a responsible business and an advocate for marine conservation, we’re pleased to be joining forces with Coca-Cola Great Britain to encourage people to recycle more this summer, by rewarding them with family fun.” 

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