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Ribena awareness video

Raising consumer awareness about 100% recycled plastic bottles through PRN spend

A pioneering brand

Lucozade Ribena Suntory became a member of Ecosurety in 2018, a move that has enabled them to utilise a proportion of their PRN spend towards an online public awareness campaign. Produced in collaboration with Hubbub, the video explores how Ribena have produced plastic bottles made from 100% recycled material since 2007, an industry first that other global brands aspire to achieve, even today.

Surprising facts

The video contains plenty of surprising facts, figures and advice. Not only does it explore the process of turning used plastic drinks bottles back into 100% recycled Ribena bottles, it also provides advice to consumers about how to recycle better. For example recycling used bottles at home when no on-the-go recycling facilities can be found, and inserting plastic drinking straws into used drinks cartons when recycling them.

9% polyester produced globally is recycled

Drink carton straws

A commitment to support UK recycling

Lucozade Ribena Suntory joined Ecosurety to help the brand go the extra mile by investing in visible waste infrastructure and education schemes aimed at improving UK recycling. Importantly this UK focus will ensure that LRS is not contributing to the current problem of recycling evidence resulting from the export of waste, which has traditionally been notoriously difficult to audit and has resulted in ocean plastic.

“Sustainability remains at the top of our agenda and we want to take consumers with us. This video is just one of the ways we’re helping to educate consumers to do the right thing.” Michelle Norman Photo

Michelle Norman Lucozade Ribena Suntory, Director of external affairs and sustainability

Created with Hubbub

This project was made possible by our partnership with Hubbub, a charity that creates environmental campaigns with a difference.

Hubbub is an environmental charity that uses the latest thinking backed by academic research to explore new ways to run behaviour change campaigns. The charity explores innovative and fun ways to interest mainstream consumers in important sustainability issues, through different ‘hubs’ of activity - Food, Fashion, Homes, and Neighbourhoods.

Hubbub’s previous campaigns have included #SquareMileChallenge, the UK’s first large scale solution to coffee cup recycling, #GiftABundle to get pre-loved baby clothes back into circulation and #PumpkinRescue to encourage more people to eat the carvings from their Halloween Pumpkins.

Their exclusive collaboration with Ecosurety will see two consumer-facing campaigns a year, funded by producer responsibility compliance evidence money, created and executed by Hubbub. The partnership between Ecosurety and Hubbub will also see regular canvassing of opinion from obligated producers and recyclers about which issues or campaigns should be prioritised across producer responsibility compliance.