Coca-Cola has unveiled its first city-centre Recycling Zone in Southampton, coinciding with the launch of a national advertising campaign to boost packaging material recovery.

The Southampton zone, which opens on 22 September, follows zones in a range of public locations, including a hospital, shopping centre and at Thorpe Park theme park and Manchester Airport.

The 'Keep it going. Recycle' advert follows research by the Carbon Trust that found packaging to have the largest proportion of the drink's carbon footprint, Coca-Cola said.

Sanjay Guha, president of Coca-Cola GB, said the firm was committed to reducing its environmental impact and was designing packaging to use more recycled material. "We believe that increasing recycling levels is one of the most effective steps we can take to achieve the goal of operating in a responsible way," he said.

Carbon Trust chief executive Tom Delay said: "By redesigning product packaging, Coke is doing its bit to reduce its footprint. The 'Keep it going. Recycle' campaign helps consumers understand that simple actions reduce carbon footprints."

The new campaign will break across the press and billboards on 21 September.