BrandArena: Ribena Partners Tetra Pak on 'Drink It, Flatten It and Bin It, Recycle Project

Tuesday, 18 December 2012

Ribena Partners Tetra Pak on 'Drink It, Flatten It and Bin It, Recycle Project

Ribena, the premium fruit drink from the stable of GlaxoSmithKline Consumer Plc (GSK) is partnering with Tetra Pak, a world leader in food processing and packaging, on Ribena/Tetra Pak “Drink it, Flatten it and Bin it” campaign to make life better.
L-R: Mr. Opesanwo Adewale, Managing Director of Oliver Adams, a recycling firm; Ms. Chidilim Menakaye, West Africa Communications Manager, Tetra Pak; and Mr. Olawale Akanbi, Brand Manager, Ribena, at the press announcement of a Ribena-Tetra Pak joint recycle project tagged “drink it, flatten it and bin it” campaign, in Lagos recently.
The campaign is school-based recycling contest requiring collection of used Tetra Pak cartons of Ribena for the production of furniture for school children in less privileged communities in Lagos State. The announcement was made at a press conference held in Lagos recently.

Expressing the thoughts behind the Ribena/Tetra Pak “Drink it, Flatten it and Bin it” campaign at the press conference, the Brand Manager, Ribena, Mr. Olawale Akanbi said “we believe that it is our duty as a corporate organisation to continually reinforce attitudes that will help enhance our society and preserve our environment. We are all responsible for our collective future and as a brand that is focused on improving the quality of human life; we see the need to work with the young ones with the hope to help them imbibe the right attitude towards our environment”.

Tetra Pak West Africa Communications Manager, Chidilim Menakaya said, “True to our motto, ‘Protects What’s Good’, Tetra Pak’s commitment to consumers, customers and all stakeholders goes beyond protecting the contents in a Tetra Pak carton but also actively promoting initiatives that encourage environmental awareness and sustainability. We are always excited to partner with organisations around the globe who share our belief and commitment. I must say that we have found in Ribena, a worthy partner in driving awareness about the benefits of recycling Tetra Pak cartons and how they are ‘Good for Kids’ by providing good nutrition from the Ribena drink loved by all kids and how they are ‘Good for the Earth’ by being recyclable.”

A combination of volunteers from GSK –makers of Ribena and Tetra Pak went on an awareness campaign in all the schools over a period of about six weeks to educate the children and ensure that they understand exactly what the campaign is all about.

Schools in Dustbin Estate in Ajegunle have been designated as the beneficiary of the project as the Ribena – Tetra Pak project will be donating schools furniture produced from the recycled used cartons to children in schools in the estate. Ribena/Tetra Pak “Drink it, Flatten it and Bin it” campaign will be working together with recyclers to ensure that the used Tetra Pak cartons gathered by each school are moved regularly to the recycling site to avoid littering of the school.

It was further revealed that the Ribena/Tetra Pak “Drink it, Flatten it and Bin it” campaign has already kicked off in 20 schools in Lagos State, among which are Tender Stars School, Corona School, Fasta International School, Mind Builders School, Dansol School, Trinity School, Airforce Primary School.


  1. Ribena really take care of its primary target audience and that is Ǧ☺☺ϑ for them. They are always there for the kids

  2. Recycling project needs to be encouraged in Nigeria. Heaps of dirt is a good challenged bedevilling our society today

  3. Good news. More organizations need to be mandated to embark on this kind of initiative