Made to Make a Difference

Celebrating its 100% recycled bottle range, Deep RiverRock encourages greater recycling to achieve a closed loop for packaging

Deep RiverRock launches new sustainability campaign to celebrate its 100% Recycled Bottle*. Olympic medallists Gary and Paul O’Donovan, Leinster Rugby stars Jonathan Sexton, Josh Van Der Flier and Rhys Ruddock and TV personality Cassie Stokes all line out to support Deep RiverRocks’ 100% recycled bottle campaign - demonstrating how the bottle is made to make a difference. The activity builds on the hugely successful recycled bottled TV and outdoor campaign launched in the summer. The campaign was created by Edelman and shot by Taller Stories.

Deep RiverRock’s investment in recycled PET supports a circular economy, keeping resources in use for as long as possible. Recycled PET bottles are also one of the lowest carbon-dense packaging types to produce within the beverage sector.

When recycled correctly, plastic bottles can, and should, have a longer life span and Deep RiverRock is committed to encouraging consumers to recycle all bottles. In a bold statement, Deep RiverRock have also ‘recycled’ the logo on all bottles with an impactful ‘100% Recycled Bottle’ message front-of-pack. The move aims to inspire greater recycling among consumers. It is supported by recycling messages which have already been integrated on the bottle cap.

Made to make a difference’ is the latest wave of communication to consumers; highlighting the importance of creating a closed loop for packaging. It encourages everyone to play their part by making small changes; choosing a bottle made from recycled materials and then continuing the recycling journey.

The move by Deep RiverRock is part of parent company Coca‑Cola HBC’s commitment to create a ‘World Without Waste’. ‘World Without Waste’ is a global strategy that sets out a vision to design more sustainable packaging, to collect and recycle the equivalent of every can or bottle the company sells by 2030, and to partner with NGOs, customers and stakeholders to help clean up the planet.

Coca‑Cola HBC’s commitment to sustainability runs deep. The company has consistently reduced water, waste and energy within its supply chain since opening its all-island facility in Knockmore Hill, Lisburn in 2010. Explore more on this here.

Its sustainability achievements have been recognised at both a local and global level. The company most recently achieving Platinum Status in the Business in the Community (NI) Environmental Benchmarking Survey and, in 2019, the Coca‑Cola HBC Group ranked as the most sustainable beverage company in Europe by the Dow Jones Sustainability Index for the sixth time in seven years.


*Applies to bottle. Excluding cap and label.