Water, climate, biodiversity… Our production and consumption methods are harmful to the environment. However, pollution is not inevitable, solutions exist… One of these solutions is to sort the garbage… 80% of the material that is now in a landfill or in our oceans could have had a new life, if it had been separated properly at first.

Industries naturally have a great responsibility in the manufacturing process of their products, and brands are a real image stake. We can also see that many of them adopt so-called “green” strategies to preserve the environment and become socially responsible, as we have seen recently with the brand. Corona, which launched a new can last month, to eliminate plastic waste.

Besides, she is not alone in this fight !! The soft drink giant Coca-Cola is also committed, in particular through interactive street-marketing operations to challenge its consumers and encourage them to act.

Coca-Cola: creativity VS sustainable development

Coca-Cola, like many multinationals, is investing in plastic collection and recycling infrastructure to produce 100% recyclable packaging by 2025. Consumers are also ready to join the development movement sustainable.

Consumer studies have shown that separate collection increases by 141% thanks to the ease of finding suitable containers. Therefore, Coca-Cola and Publicis Italia launched a series of billboards in specific locations, intended to inspire and mobilize citizens to join the movement for sustainable development. People are already ready to recycle: they just need a little push to make it a daily reflex.

The brand's dynamic ribbon becomes functional

Coca Cola, in partnership with the creative agency Publics Italia, have therefore transformed traditional billboards into panels with a clean design, but emblematic, pointing to the nearest bins, which in this way become easy to find and therefore easy. use.

In order not to overload the city with additional advertising material, the creatives carefully chose the location of the advertisement, depending on the existing trash cans or the potential for installation. The campaign takes place in Central and Eastern Europe, and was launched during the Happy Energy Tour music event, which has been taking place in major cities in Bulgaria since May 27, 2019.

For the ninth year in a row, the tour brings together thousands of people eager to see and hear their idols. The Happy Energy Tour attracted more than 200 people last year, making it the most massive event in terms of visibility.

This year, the first results show that 85% of the cans were collected separately… A rate significantly higher than the previous year. A promising and encouraging result… But above all a great opportunity for the brand to be seen !!!!

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