These days everybody recycles, right?
Not yet. Our goal is to reach 100% of containers purchased to make it’s way back to a Return-It Depot. We’re getting there. To continue the awareness we targeted non-recyclers that think they can get away with throwing one container in the trash. But if you don’t recycle, people will find out, and you’ll be judged for it.
To enforce just how socially unacceptable it is to be caught throwing your beverage containers in the trash we let the containers do the talking. Every container you don’t recycle really does say something about you after all.
After this campaign launched we were the talk of the town, increasing brand awareness to 90% and garnering bonus exposure with over half a million hits on YouTube. We also yielded the highest return rates ever.