“Rock Your Rubbish” was derived from a real festival need: recycling access and education. The green-in-every-way program was culminated through four-part activation: 1) The Recycle Garden: - A baling machine in the activation zone demonstrated how recycling gives bottles a second life.- A clean, relaxing garden space was built from empty bottles and crushed into useable furniture.

- From tables to sofas, festivalgoers watched the garden grow throughout the festival.2) Swap-for-Swag: Festivalgoers traded used bottles for festival essentials/merchandise including t-shirts, fleeces, lanyards, rain ponchos and caps.

3) Volunteer Programs: To ensure a credible message, two volunteering programs were set up – vinspired Live Positively and Coca-Cola Employees, Friends and Family. Local volunteers minimised travel and the overall carbon footprint of the events.4) Back-end Recycling: Recycling experts and volunteers serviced 28 recycle stations across event sites. All material was taken to a recycling center post-event, ensuring everything was put through the closed-loop system.

The Coca-Cola recycling program was activated at 8 major summer festivals throughout the UK, reaching more than 537,000 people.• 92,340 PET bottles were swapped for 9,000 ‘Swag’ items.• 18 tons of bottles and cans were collected, equalling 20 million light bulb hours.• 156 volunteers were recruited.• The recycling message was communicated to 20,769 festival goers via 121 conversations.• Reached 50,000 additional people through digital activity (vinspired.co.uk, Facebook and Twitter).• The Coca-Cola recycling program will expand further into the 2011 festivals.The program was so successful that it was overwhelmingly extended and expanded in 2011.