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In Central and Eastern Europe, Coca-Cola is using its well-known logo to direct people to the nearest recycling bins in hopes to do its part in reducing environmental waste.

Coke used its iconic swirl logo and changed it into directional signs that point people towards recycling bins. Coca-Cola expresses it’s trying to reduce its contribution to environmental waste with this campaign and makes a promise that 100% of its packaging will be recyclable by the year 2025. Until then, the brand is creating billboards, signs on bus stops and other signs around Central and Eastern Europe. Coke also brought its recycling bins and signs to Bulgarian music fest the Happy Energy Tour to promote recycling.

Through this environmental campaign, Coke goes above promoting its own products and shows its care for the future of the earth. This approach will gain them respect and help them to grow and create relationships with customers.