Say goodbye to Coca-Cola bottles: the big change that makes a lot of sense

Coca-Cola is an internationally known brand with more than consolidated popularity. Beyond its privileged position over its competitors, it is determined to keep innovating every day. It does so with the intention of continuing to position itself as the best soft drink brand on the planet.

In this regard, it has recently surprised with a highly original idea to reduce its environmental impact. Coca-Cola has announced the installation of reverse vending machines in the Indian city of Puri.

These are devices known as RVMs, which allow users to deposit empty bottles and receive discounts or products in return. The main goal of this initiative is to reduce the volume of plastic waste and promote greater ecological awareness among the population.

The effectiveness of this type of machine

The project has been developed in collaboration with Biocrux India, a company specialized in technological solutions for waste management. The installed machines can store up to 1,764 bottles (800 bottles), which are compacted inside to facilitate transport and subsequent recycling. Once processed, the plastic is transformed into new products such as clothing, reusable bags, or even new containers.

Citizen participation is simple and attractive. Through a mobile application linked to the RVMs, users receive points for each bottle deposited. These points can be used to obtain discounts or Coca-Cola products, making the act of recycling a responsible and beneficial activity.

The brand points out that this combination of technology, sustainability, and incentives aims to transform people's everyday behavior. Puri has been strategically chosen for this campaign. The city is an important tourist and religious destination in India, especially during festivals such as Rath Yatra.

Indeed, this type of event causes a massive generation of plastic waste. For this reason, Coca-Cola has placed the machines at key high-traffic points in order to maximize their impact and facilitate access. This initiative is part of Coca-Cola's global efforts to improve its environmental reputation.

Coca-Cola's proposal remains, for now, in India

The company has been repeatedly identified by reports as one of the main parties responsible for plastic pollution worldwide. Although the installation of RVMs is a positive step, experts warn that it is still an insufficient measure given the magnitude of the problem. For now, the project will be limited exclusively to India.

There are no plans for this technology to reach Europe or Spain in the short term, although the success of the initiative could open the door to its future expansion. Coca-Cola states that they will study the results of this experience before considering its implementation in other countries. Meanwhile, the campaign in Puri represents a significant commitment to changing the way we interact with waste.