Coca-Cola India has scored a sustainability triumph at the ICC Men’s Cricket World Cup 2023 with a groundbreaking initiative that has captured attention.
In collaboration with the International Cricket Council (ICC), Coca-Cola has unveiled national flags ingeniously crafted entirely from recycled PET bottles, injecting an eco-friendly dimension into the cricketing extravaganza.
Chris Tetley, the ICC Head of Events, lauded the initiative, stating, “Innovation and sustainability take center stage at the ICC Men’s Cricket World Cup 2023, where national flags symbolizing unity and pride are now fashioned from recycled PET bottles.”
Arnab Roy, Vice President, Marketing at Coca-Cola India and Southwest Asia, echoed this sentiment, stating, “With these recycled national and ICC unity flags, we are dedicated to advancing the principles of a circular economy.”
This groundbreaking move underscores Coca-Cola’s dual commitment to cricket and environmental stewardship. Collaborating with the ICC, the company crafted national flags for all 10 participating nations and 10 ICC unity flags, all constructed from post-consumer PET bottles. These flags took the spotlight in pre-match national anthem ceremonies, infusing a fresh and environmentally conscious atmosphere into the tournament.
To bring this vision to life, each national flag utilized approximately 11,000 PET bottles, with an additional 2,000 PET bottles for each ICC unity flag. The meticulous manufacturing process, spearheaded by GoRevise, engaged over 100 dedicated workers who devoted 25 days and over 300 hours to produce these environmentally friendly flags.
In addition to this initiative, Coca-Cola India launched online and offline campaigns throughout the tournament to actively engage fans and raise awareness about waste management.
Coca-Cola India and the ICC share a collective goal of showcasing their commitment to a sustainable sporting experience during the ICC Men’s Cricket World Cup 2023. This innovative undertaking not only establishes a new benchmark in sports but also positions Coca-Cola as a trailblazer in seamlessly melding sportsmanship with environmental responsibility.
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