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Sustainability Roadmap

The Soft Drinks Sustainability Roadmap sets out opportunities for businesses in the soft drinks supply chain to enhance the sustainability of the sector and help secure its future prosperity.

Industry Initiatives

PepsiCo supports Defra and Keep Britain Tidy on new anti-litter campaign

PepsiCo is supporting the launch of the ‘Keep it, bin it’ anti-litter partnership between Defra and Keep Britain Tidy.

The campaign uses shocking images to call time on the millions of pieces of litter dropped each day across England.

The aim is to make littering culturally unacceptable within a generation, so PepsiCo has donated advertising space in cinemas nationwide to support the cause. These advertisements will encourage young people to put their litter in a bin or keep hold of it until they see one.

Launched by Environment Secretary, Michael Gove and Keep Britain Tidy, the campaign features poignant images of wildlife eating and getting tangled in litter, contrasted against typical excuses people give for dropping litter.

In addition to cinemas, the campaign will be on display in train stations nationwide, including commuter hubs such as London Euston, Manchester Piccadilly and Birmingham New Street, and across partners’ social media channels and at till-points in Gregg’s stores.