Creative Design and Environmental Responsibilities
Coca-Cola has unveiled its “Recycle Me” campaign, which features a dramatic revamp of its recognisable logo, in an audacious effort to reduce packaging waste and encourage sustainable consumer behaviours.
Using photos obtained from smashed Coca-Cola cans, WPP Open X and Ogilvy New York spearheaded the campaign’s reimagining of the brand’s classic script. This creative strategy not only promotes recycling but also incorporates it into Coca-Cola customers’ everyday lives.
An Individual Approach to Global Sustainability
The campaign’s out-of-home (OOH) advertisements each have a distinctive emblem that reflects the various ways that customers may smash their cans before recycling. With a more individualised touch, the message that everyone can make a difference in environmental protection will be emphasised and a deeper connection with people will be made.
Coca-Cola’s Global Vice President of Creative Strategy and Content, Islam ElDessouky, highlights the company’s goal of a waste-free society. “At Coca-Cola, we aim to have a world without waste,” he says. “We are working to innovate our products towards our global goal of making 100% of our packaging recyclable by 2025 and to collect and recycle a bottle or can for each one we sell by 2030.”
Utilising the Circular Economy to Promote Systematic Change
The campaign is a component of Coca-Cola’s larger sustainable packaging strategy, which tackles the pressing global issues of packaging waste and climate change. Coca-Cola and its bottling partners are working to create a circular economy by rethinking the design, production, and recycling processes for bottles and cans. In addition to lowering trash pollution and the company’s carbon footprint, the goal of this programme is to significantly improve the environment by utilising Coca-Cola’s wide market reach.
An Appeal to Communities and Consumers
Coca-Cola’s “Recycle Me” campaign is a global call to action for customers and communities to become involved in recycling activities, rather than just a business responsibility campaign. Coca-Cola is leveraging its worldwide clout to drive change and steer the beverage sector towards a more sustainable future by transforming every Coke can into a sustainability message.
