For
most people, waste recycling and creating music are simply two things that are worlds
apart. But at the recent launch of Coke Studio Season 2 at the World Trade
Center in Manila, these two ideas shared one stage to raise awareness about a
growing plastic waste problem among the youth.
One
of the highlights of the event was a live demonstration of the TuneCycle, a
makeshift recyclable PET (polyethylene terephthalate) bottle grinder that is
powered by a pedal mechanism – similar to those found in bicycles. The
TuneCycle also has earphones for the user to listen to original Pilipino music
(OPM) as they pedal away.
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(From left) Coca-Cola ASEAN VP for Marketing Jose
Luis Basauri, Coca-Cola Philippines Director of Public Affairs Jonah de
Lumen-Pernia, and Vice President for Marketing Stephan Czypionka, try out the
Coke Studio TuneCycle - a stationary bicycle that shreds PET bottles and other
plastics to be used as ecobricks and pervious pavers.
This
is part of the global goal of The Coca-Cola Company of a World Without Waste.
In January this year, Coca-Cola announced an ambitious goal to collect and
recycle the equivalent of every bottle or can sold by year 2030. In the
Philippines, one of the ways to reach this goal is to bring back PET bottles
home through Coke Studio.
“This
is an interactive way of making the public, particularly the youth, more
involved in recycling. It may be a small step, but it helps inculcate the act
of recycling in their lives. As we at Coca-Cola continue to find solutions to
realize a World Without Waste, every action, no matter how small, actually
counts,” said Jonah de Lumen-Pernia, Director for Public Affairs and
Communications of Coca-Cola Philippines.
As
one of the avenues that bring Coca-Cola closer to the youth, music is also
being tapped to make recycling more relevant to the younger market. As part of
the Coke Studio caravan, the TuneCycle aims to amplify how each recyclable PET bottle
can have another purpose after the consumption of its content. In the case of
TuneCycle, the shredded recyclable PET bottles will become part of eco-bricks
that will serve as pavers for a public school.
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The Coca-Cola leadership team
initiates action for the global World Without Waste mission with the Coke
Studio TuneCycle.
“Every
action to breathe new life into recyclables matters. Every action brings us
closer to realizing the vision of a World Without Waste. With the TuneCycle, we
are able to inspire more people to find ways for recyclable PET bottles to come
home and breathe second lives into them, instead of throwing them in dumpsites,
or worst, ending up in our oceans,” said de Lumen-Pernia.
Watch
out for future Coke Studio events and bring recyclable PET bottles to their
home in Coca-Cola.
