Coca-Cola Great Britain announces its support for HRH The Prince of Wales’ “Start” initiative, designed to promote and celebrate sustainable living. Coca-Cola will publicize “Start”’s “A Garden Party To Make A Difference” set to run from September 8-19, 2010, by lending its iconic Piccadilly sign to the cause.

Designed by Sedley Place, it is estimated the Piccadilly takeover will be viewed 2.4 million times in its two week showing. Combined, two 96 sheet ad boards promoting the campaign are also expected to be seen at least 300,000 times. The Coca-Cola sign in Piccadilly Circus runs on 100% green certified electricity and will feature a 20-30 second animation designed to drive awareness of the Garden Party and Coke Zone, where consumers can win tickets to the event at Clarence House, Lancaster House and Marlborough House gardens.

In addition to its advertising space around the capital, Coca-Cola will be promoting “Start” via its Facebook pages, Twitter feed and blog. Coca-Cola will also advertise the initiative on Coke Zone via a homepage banner to demonstrate its commitment to addressing consumer behaviour in the fight against climate change. It’s anticipated that as a result of this campaign, Coca-Cola will have helped “Start” to raise awareness amongst over 2.7 million people in the run up to the Festival.

«We are honoured to be involved with the ‘Start’ initiative. Climate change cannot be ignored and we are committed to actively engaging with our consumers to promote sustainable living. At Coca-Cola we are trying to do our bit. We also want consumers to do what they can,» comments Jon Woods, Country Manager, Coca-Cola UK and Ireland.