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Coca-Cola manufactures 110 billion plastic bottles annually, greatly contributing to the problem of global plastic pollution. The majority of consumers do not realize the damage plastic packaging causes to the environment and the advantages of using refillable glass bottles. Only 9% of plastic is recycled, leading to the majority of it being disposed of in landfills or oceans. Transitioning to sustainable alternatives, such as refillable glass bottles, is crucial in addressing the plastic waste crisis, as plastic production continues to increase.
The brief was to develop a campaign promoting a change from plastic bottles to reusable glass. This involved introducing a fresh visual identity featuring animated logos, idents, stings and bumpers to strengthen the message. Furthermore, it was necessary to have public Guerrilla Activations, as well as social media motion graphics, to increase involvement and share the message on digital platforms.
The Return the Refill initiative informs the public about the harm plastic bottles cause to the environment and encourages the use of refillable glass as a more sustainable option. Guerrilla campaigns and animated visuals highlight the advantages of glass compared to plastic. The promotion involves holiday-themed animations for occasions such as Christmas and Valentine's Day to relate the message to well-known events, while social media posts drive more interaction, promoting a transition to reusable glass bottles.
This campaign focuses on eco-friendly millennials and Gen Z individuals engaged in social media and knowledgeable about sustainability concerns. It also centers on families, seeking to teach kids and teenagers about plastic pollution and inspire them to impact their parents' decisions.
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The use of this specific shade of red as well as the dark brown are used as they are well-known as the colours of Coca-Cola. This palette was selected so that the campaign is able to make reference to the world-known brand without specifically naming them out. The colours paired with a pastel background also appear to be bright and visually appealing for a young audience, catching their attention.
