# Recycling-Focused Travel Campaigns Coca-Cola and Merlin Entertainments Partnered for a Promotion By Michael Hemsworth | Published 2025-07-09 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/cocacola-and-merlin-entertainments References: [talkingretail](https://www.talkingretail.com/products-news/soft-drinks/coca-cola-and-merlin-entertainments-team-up-to-offer-vip-experiences-08-07-2025/) & [merlinentertainments.biz](https://www.merlinentertainments.biz/uk/)  [Coca-Cola](https://www.trendhunter.com/trends/cocacola-is) and [Merlin Entertainments](https://www.trendhunter.com/trends/caprisun-world-of-jumanji-promotion) have joined forces in the UK to give consumers the chance to win some great VIP experiences at a variety of well-known attractions this summer by simply participating in recycling. The partnership promotion includes reverse vending machines that can be found at a variety of Merlin Entertainments attractions including LEGOLAND Windsor Resort, Alton Towers Resort and Thorpe Park. Consumers can simply recycle their drink bottle to be rewarded with the chance to win and exclusive experience that will brighten up their summer holidays. The Coca-Cola and Merlin Entertainments partnership identifies how brands are working together to help leverage recognition amongst consumers. The campaign also incorporates an interactive approach thanks to the reverse vending machines that will surprise and delight consumers of all ages. ## Trend Insights (Trend Hunter) - Score: 3.0/10 - Popularity: 16% | Activity: 28% | Freshness: 45% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### What Makes This Trend Stand Out - **Sustainability-driven Promotions:** Promotional strategies emphasize sustainability by rewarding eco-friendly actions, encouraging consumer engagement while promoting environmental responsibility. - **Interactive Recycling Technologies:** The use of reverse vending machines at entertainment venues creates novel interactions that educate and incentivize individuals through a gamified recycling experience. - **Brand-collaboration Campaigns:** Collaborative marketing efforts between major brands like Coca-Cola and Merlin Entertainments amplify reach and awareness, paving the way for mutually beneficial, cause-focused promotions. ### Sectors Adopting This - **Entertainment Parks:** Amusement and theme parks can integrate sustainability campaigns to enhance visitor experience while promoting environmental awareness. - **Beverage Industry:** Soft drink companies can engage with eco-conscious consumers through interactive campaigns that highlight sustainable packaging and recycling efforts. - **Recycling Technology:** Innovations in recycling equipment, such as reverse vending machines, spotlight practical applications that merge consumer interaction with environmental impact. ## Related on Trend Hunter - [Music-Themed Soda Marketing Campaigns](https://www.trendhunter.com/trends/cocacola-onpack-promotion.md) - [Superhero-Themed AR Sodas Cans](https://www.trendhunter.com/trends/cocacolas-marvel-universe-packaging.md) - [Recycled Plastic Bottle Campaigns](https://www.trendhunter.com/trends/toss-in-take-out.md) - [AR Sampling Advertisements](https://www.trendhunter.com/trends/sampling-billboard.md) - [Theme Park Juice Promotions](https://www.trendhunter.com/trends/caprisun-world-of-jumanji-promotion.md) - [Multifaceted CSR Funds](https://www.trendhunter.com/trends/make-magic-happen.md) - [Gamified Recycling Machines](https://www.trendhunter.com/trends/candy-container.md) - [Summer Travel Soda Promotions](https://www.trendhunter.com/trends/shloer-and-on-the-beach.md) - [Complimentary Pizza Soda Promotions](https://www.trendhunter.com/trends/cocacola-love-pizza-win-a-pizza.md)