The Russian retailer Pyaterochka, part of X5 Group, and Coca-Cola in Russia have launched a streetwear collection made out of recycled Coca-Cola bottles and other recycled materials.
Pyaterochka shoppers receive points for purchasing drinks produced by Coca-Cola in Russia, which are used to redeem various items from the fashion line. In addition to clothing and accessories, other prizes are up for grabs, including the grand prize – an eco-tour of the Russian region of Altai. The campaign lasts through 31 October 2021.
“We are promoting the concept of re-using and recycling. By launching this limited clothing line made of recycled materials, we would like to demonstrate how plastics can have a second life. We are confident our customers will love it,” said Mikhail Yartsev, Marketing Director at Pyaterochka.
“With our streetwear collection of flashy, trendy clothing, we are primarily targeting our younger consumers, while encouraging everyone to protect the environment. Our slogan for this campaign is ‘Outstanding Taste’ and it features various styles of clothing within a single concept: the Sprite line features street-style items, the Fanta collection is more casual, and Coca-Cola goes back to the classics. The full collection contains something for everyone,” said Oleg Mamaev, Marketing Director at Coca-Cola in Russia.
