Coca-Cola want to be one of trash reducing. 2025 goal is to make its packaging can recycle 100% and 2030 goal is to bottles and cans returning system. However, before get there "Coke" has started the easy one is create its media to stimulate people to aware the process of recycling with creativity power which can create engagement with brand.
This campaign was created by Publicis Italy which adapt Coke's icon into direction signs to recycle bin.
Campaign insight is research found that in fact, consumers want to help the world and be a part of recycle process too. If they can reach to trah easier, so "Coke" afford it! by installing signs and bins visibly.
The campaign happened in east and middle Europe, included Bulgarian music concert that last year has total 200,000 people joined. The result found 85% of used cans had dump in the right bins and expected that this year can get more accurate.
Source: Brand Buffet
