To increase the frequency of recycling and encourage people to join the sustainable movement, Coca-Cola and Publicis Italy turned Coca-Cola’s iconic white ribbon into a hand, pointing customers to the nearest recycling bin.
In a campaign that ran across several European markets including Italy and Bulgaria, Coca-Cola used large format billboards to put the spotlight on sustainability.
One of the key campaign executions was at the Happy Energy Tour music festival in Bulgaria where 85% of the bottles discarded were put in the bottle-specific recycling bin - a result that was significantly higher than the previous year.
Coca-Cola has committed to producing 100% recyclable packaging by 2025. It’s also invested heavily in collection and recycling infrastructures with the aim of recycling every can or bottle purchased by 2030.
