A stripe was included in the product's label it has four icons representing re-utilisation ideas and a following invitation: 'Before recycle, reuse. Find out more about these and other ideas at whatdoIdowiththis.org/plastigel'. In this site consumers can see in detail the suggested designs and many others, and also the website offers the possibility to upload and share their own re-utilisation ideas and join the project.

An alliance with a local university (Universidad Veritas) was made in order to develop re-utilisation ideas that were later added to the labels.

As a support for this innovative idea, in Plastigel labels, a 30 seconds television spot was aired.Today, with the inclusion of more brands, the university has introduced the project as part of its career curriculum.

The plan was launched from San José, Costa Rica, from March 2011 until today:1- An alliance with a local university was made in order to develop re-utilisation ideas.2- 200 empty packages of Plastigel were given to the university.3- The reutilisation ideas were selected.4- In nearly 4 weeks the packages had new printed labels.5- The launch of the plan took place in the university campus, with the participation of the most important news media.6- A design teacher and the vocalist of an important music band, became the spokesmen.7- Plastigel placed a 20 seconds commercial on television.8- The university included the project into its career curriculum.Tactics: The use of the product’s label, a website to interact, and a commercial to spread this innovation. The model had changes that broadened its initial reach. Today other brands joined.

It places Plastigel as a brand that sets the standard in the industry beyond its category, taking a position of advantaged towards an industry that generates less waste.The use of the product’s label to promote the re-utilisation has become a milestone of innovation inside Costa Rica and abroad. The project has been mentioned on the world’s most important innovation and sustainability media.More than 3,000,000 Plastigel packages with re-utilisation ideas have been placed in the hands of the consumers.A community response was given through the contribution of re-utilisation ideas for the brands that are part of the project. An average of 20 ideas are uploaded monthly.Veritas University joined the project as a change agent, including re-utilisation in its career curriculum brands.A replicable model to promote re-utilisation was developed and implemented. Today, 6 new brands have been added to this project.