Coca-Cola India has hit a sustainability sixer at the ICC Men’s Cricket World Cup 2023 with an innovative initiative that's turning heads.
In a strategic partnership with the International Cricket Council (ICC), Coca-Cola introduced national flags crafted entirely from recycled PET bottles, adding an eco-friendly twist to the cricketing spectacle.
Commenting on the initiative, Chris Tetley, the ICC Head of Events, said, “Innovation and sustainability take center stage at the ICC Men’s Cricket World Cup 2023, where national flags embodying unity and pride are now crafted from recycled PET bottles.”
Similarly, Arnab Roy, the Vice President, Marketing, Coca-Cola India and Southwest Asia, said, “With these recycled national and ICC unity flags, we are dedicated to advancing the principles of a circular economy.”
This game-changing move reflects Coca-Cola's commitment to both cricket and the environment. The company, alongside the ICC, created national flags for all 10 participating nations and 10 ICC unity flags, all made from post-consumer PET bottles. These flags took center stage in the pre-match national anthem ceremonies, bringing a whole new vibe to the tournament.
To make this vision a reality, each national flag used around 11,000 PET bottles, with an additional 2,000 PET bottles for each ICC unity flag. The manufacturing process, led by GoRevise, involved over 100 dedicated workers who put in 25 days and over 300 hours to produce these environmentally friendly flags.
Alongside this, Coca-Cola India also initiated online and offline initiatives throughout the tournament to engage fans and raise awareness about waste management.
Coca-Cola India and the ICC aim to showcase their commitment to a sustainable sporting experience during the ICC Men’s Cricket World Cup 2023. This initiative not only sets a new standard in sports but also establishes Coca-Cola as a leader in combining sportsmanship with environmental responsibility.
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