‘Coca-Cola’ Builds on Success of “Coke Recycle Me with Trash Lucky” Campaign into 3rd year,
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‘Coca-Cola’ Builds on Success of “Coke Recycle Me with Trash Lucky” Campaign into 3rd year,

Strengthening Sustainable Waste Management through Extended retail and recycling network

Further encouraging Thai consumers to separate out valuable recyclable packaging from non-recyclable waste and get a chance to win an electric car and 2 million Baht worth of prizes!

The Coca-Cola system in Thailand, comprising ThaiNamthip Corporation Limited, HaadThip plc, and Coca-Cola (Thailand) Ltd., in collaboration with key partner Trash Lucky Co., Ltd., launched on June 26 the 3rd annual instalment of the “Coke Recycle Me with Trash Lucky” campaign.

This year’s campaign will be the biggest yet and aims to promote and encourage Thai consumers to adopt waste separation practices and actively participate in the recycling process. The campaign involves the development of a robust waste management system expanding the recycling network, partnering with seven leading organisations in Thailand.

Existing retail partners like Lotus’s and The Shell Company of Thailand will be supporting the campaign as well as new partners – The Mall Group Co., Ltd. and Big C Supercentre Plc. Together, the campaign will establish 64 recycling drop-off locations across Bangkok, while also expanding the pilot program to include five drop-off points in Phuket, supervised by HaadThip Plc.

Smart recycling bins will be introduced to instantly track the weight of recyclables and points when depositing materials. PET plastic bottles collected during the campaign will be sent to Indorama Ventures for converting into recycled plastic (rPET) flakes, used to produce clean and safe packaging. Furthermore, a new alliance with Thai Beverage Can will support the recycling of aluminium cans in this campaign. For every aluminium can donated during the campaign, a donation will be made to support the Prostheses Foundation, under the patronage of H.R.H. Princess Srinagarindra.

The “Coke Recycle Me with Trash Lucky” campaign focuses on public recycling and sustainable waste management practices and incentivises consumers to adopt circular economy principles – starting with recycling in daily life. Participants earn chances to win monthly prizes worth 2 million Baht in total.

Nuntivat Thamhatai, Public Affairs, Communications, and Sustainability Director of Coca-Cola (Thailand) Ltd., and Nattapak Atichartakarn, Co-founder and Chief Executive Officer of Trash Lucky Ltd.

Nuntivat Thamhatai, Public Affairs, Communications, and Sustainability Director of Coca-Cola (Thailand) Ltd., said: “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 partner, 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.”

Nattapak Atichartakarn, Co-founder and Chief Executive Officer of Trash Lucky Ltd., said: “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 promoting a sustainably-recycling daily lifestyle by holding to the 3Rs principle: Reduce - Reuse - Recycle.”

Pornphrom Vikitsreth, Environmental Advisor to the Bangkok Governor joins the ‘‘‘Coke’ Recycle Me with Trash Lucky” Campaign that well supports the BMA’s waste management policy

Dr. Sujitra Vassanadumrongdee, Project Manager of Chula Zero Waste and senior researcher at the Environmental Research Institute, Chulalongkorn University, said: “Tackling waste issues cannot be solved by any single organisation – it requires cooperation from all stakeholders. ‘Coke Recycle Me with Trash Lucky’ is another campaign that reflects the partnerships’ operations under the principle of EPR (Extended Producer Responsibility). These partnerships voluntarily contribute to the success in encouraging managing used packaging and other recyclable material returns to the recycling system, as well as promoting Bangkokian’s waste sorting behaviours. The value learned from this endeavour will serve as a crucial fundamental for all sectors to help in developing sustainable packaging management systems under the ongoing governmental legislation process integrating into the circular economy.”

Naweensuda Krabuanrat, Head of Global CSR, Indorama Ventures PCL, said: “Indorama Ventures’ mission is to give new life to used PET collected from the campaign by turning it into recycled PET. We are ready to move forward to the 3rd year in cooperation with ‘Coke’ and all significant partners, to continue working and promoting additional drop-off locations. As the world's largest producer of PET, we have developed recycling technologies that comply with the Thai Food and Drug Administration’s standard for ensuring that the PET recycling process is standardised and safe for consumers, and that bottles can be returned to high-quality closed-loop recycling thereby helping reduce waste from plastic bottles.”

“Coke Recycle Me with Trash Lucky” is a six-month campaign running from July 1 to December 31, 2023 run by Trash Lucky, with prizes sponsored by ‘Coca-Cola’. Participants have the chance to win prizes totalling 2 million baht from over 3,000 prizes. Throughout the six-month duration, more than 500 monthly prizes will be awarded, with the grand prize being an electric vehicle ‘Neta V’ valued at 549,000 baht. Meanwhile, participants can register through the LINE Official Account: @trashlucky. Once registered, the participant receives a member ID. Participants can sort recyclables, such as plastic, metal, glass, and paper, and pack them into bags or parcels labelled with their name and member ID. The recyclables can be submitted in two ways: Drop off the sorted recyclables in the designated bin at any participating location such as 17 Lotus’s stores; 28 Shell stations; 4 The Mall branches; 12 Big C stores; Smart bins at Bangkok City Hall and the National Intelligence Agency. Alternatively, order Trash Lucky's recyclable pickup service to conveniently dispose of recyclable materials. Participating in this campaign brings the opportunity to earn chances to win exciting prizes based on recycling activities.

To read more about the campaign and make donations in support of the Prostheses Foundation of H.R.H. the Princess Mother, please visit the official website at https://trashlucky.com/recycleme


“Coke Recycle Me with Trash Lucky” partners and drop off locations:

  • Lotus, a sustainability leader with nationwide coverage and community reach, is proud to support the project for the second consecutive year. Acting as an intermediary, Lotus will facilitate consumers in more easily returning packaging to be recycled, thereby promoting a closed system of packaging in line with the circular economy concept. To achieve this, Lotus has established drop-off locations at 17 Lotus branches throughout Thailand, including at Ladprao, Rama 2, Wang Hin, Bang Kapi, Min Buri, Lat Krabang, Sai Mai 56, Chaeng Watthana, Liab Klong Song, Nong Chok, Rama 1, Phatthanakan, Pinklao, Charansanitwong, Lotus Phuket in Phuket, Chalong, and Cherngtalay branches. This initiative aligns with Lotus’ Sustainability Goals to eliminate waste and landfill by 2030 and their belief that proper waste sorting and recycling, as well as collaboration with like-minded partners who share a strong commitment to drive successful operations and make a positive impact on the environment, play a vital role in achieving this vision.
  • As part of their Powering Progress strategy, The Shell Company of Thailand is committed to providing sustainable clean energy and supporting Thailand's transition towards a low-carbon society. With a focus on safety and social responsibility, and with the aim of achieving net-zero greenhouse gas emissions by 2050, Shell has now expanded its network of recycling drop-off locations at Shell service stations to 28 branches.
  • As Thailand’s first GREEN RETAIL practitioner, The Mall Group is committed to promoting sustainability and social responsibility. In line with its ESG guidelines, The Mall Group has established recycling drop-off locations at four of their branches to make it convenient for consumers to take part in this initiative, including at The Mall Ramkhamhaeng, The Mall Lifestyle Store Tha Phra, The Mall Lifestyle Store Ngamwongwan, and The Emporium.
  • Big C Supercentre Public Company Limited, a leader in the "Hypermarket" category, is committed to organising social, environmental, and global resources to foster a strong relationship between business and environmental protection. Big C has partnered with the campaign to establish recycling drop-off locations at 12 of their Supercentre branches, including Big C Supercentre Khubon, Itsaraphap, Saphan Kwai, Bangna, Srinakarin, Tiwanon, Rangsit 2, BJC, On Nut, Ladprao 2, Bangpakok, and Bang Bon.
  • Trash Lucky has set up two drop-off locations at Din Daeng and Soi Sathu 49.
  • The COMMONS, a modern shopping centre under the Kinnest Group, has joined forces with the campaign to establish recycling drop-off locations at its two branches: Thonglor and Sala Daeng.
  • The Smart Bin recycling drop-off is located at Bangkok City Hall.
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