Coca-Cola x Merlin: Why reward-driven sustainability is the future of brand loyalty
Coca-Cola Great Britain and Merlin Entertainments have launched the fourth year of their family-focused recycling rewards campaign, this time offering prizes like VIP chocolate factory tours and underwater shark adventures to consumers who recycle 500ml plastic bottles at Merlin theme parks.
This partnership blends sustainability with experiential rewards, and I asked Darin Ezra, branding expert at Power Brands, to weigh in. His commentary unpacks why this model works, how experiential incentives build deeper brand affinity, and what it signals about the evolution of purpose-driven campaigns in 2025.
Darin Ezra, Branding Expert at Power Brands, says: “This Coca-Cola x Merlin partnership is a great example of how brands can make sustainability engaging, not by guilt-tripping consumers, but by gamifying green behavior. It's not just about doing good; it's about feeling good while doing good, especially for families.
"Consumers today expect more than just eco-messaging. They want value, interaction, and memory-making. By connecting recycling with exciting real-world rewards like theme park perks and exclusive experiences, this campaign builds emotional stickiness that goes far beyond the product itself.
"It also shows smart alignment: Coca-Cola brings the mass reach and product integration, while Merlin supplies the magic and motivation. These kinds of cross-sector partnerships, where a legacy brand teams up with an experience powerhouse, are the blueprint for modern consumer engagement.
"Purpose alone doesn’t drive action. But purpose with play? That’s powerful.
" This campaign proves that the future of sustainability branding isn’t in sacrifice, but it’s in creating joyful, shareable moments that build loyalty while driving change."
Why This Campaign Works (Key Takeaways):
- Gamifies eco-habits – Makes recycling a fun, goal-oriented activity
- Connects behavior to reward – Families get tangible value for participating in green actions
- Uses emotional branding – Builds lasting connections through shared experiences, not just transactions
- Leverages smart brand alignment – Combines Coca-Cola’s mass appeal with Merlin’s immersive entertainment
- Drives both loyalty and behavior change – A rare case where sustainability and brand strategy truly reinforce each other
This collaboration hits the sweet spot between brand purpose and consumer pleasure. It’s a reminder that when sustainability feels rewarding. Literally, everyone wins”