Greenpeace has launched a new website called ‘Coke Refunds’ parodying the ‘Coke Rewards’ site to again highlight Coca-Cola Amatil’s ongoing campaign to prevent the national roll out of a cash or containers scheme.
It’s the latest move by the environmental activist group, who in May launched its “Stop trashing Australia” campaign, which directly targeted the soft drink giant, claiming it was blocking the introduction of cash for containers.
Greenpeace screened the controversial recycling TVC from that campaign in front of NSW Parliament in late May after it was banned by all free-to-air commercial television networks.
"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,” said 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."
Greenpeace said the website continues Greenpeace’s tradition of parodying big corporation’s marketing campaigns to shine attention on corporate policy wrongdoing.
“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,” Cumberbirch added.