Coca-Cola and the "Recycle Me" OOH campaign

Consistent with the ‘World Without Waste’ strategy launched in 2018 to combat the waste problem, Coca-Cola has introduced its new ‘Recycle Me’ campaign with the aim of raising awareness of the importance of recycling and promoting the idea that sustainability is a shared responsibility.

The simple yet visually striking Out Of Home (OOH) campaign takes advantage of Coca-Cola’s recognisable, world-renowned logo by transforming it to look ‘crumpled’, evoking the image of a crushed can ready to be recycled. The message is clear: encourage consumers to behave more sustainably in their daily activities.

Launched initially in Latin America, the campaign is set to spread globally, including through social media. The central images show the iconic red can of the American soft drink, consistent with statements by the global vice president for creative strategy and content at Coca-Cola: ‘At Coca-Cola, our goal is a world without waste. We are working to innovate our products to reach our global goal of making 100 per cent of our packaging recyclable by 2025. In addition, we intend to collect and recycle one bottle or can for everyone sold by 2030 and use our marketing to deliver a powerful message. ‘Recycle Me’ invites everyone to do their part and recycle whenever possible’.

With this new campaign, Coca-Cola aims to promote sustainable practices among consumers, thus contributing to the creation of a greener and more sustainable world.

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