The work leverages published media to communicate the brand message. The campaign featured full page ads in several newspapers.

The Coca-Cola logo is recognized by 94% of the world’s population. That, coupled with it’s incredible media reach, puts the brand in a unique position to have a major impact. This work was created to encourage recycling on a mass scale and remind people that sustainability is collective responsibility while renovating the Coca-cola pledge and program to reach a more sustainable future.

Coca-Cola aims to have 100% of their packaging recyclable by 2025 and recycle a bottle or can for each one they sell by 2030. The objective was to use the brand’s famous identity to have the biggest possible impact. The campaign is rolling out globally starting with Latin America and North America, including some of the biggest and most famous OOH placements on Earth, print in several newspapers, social media, and digital video.

‘Recycle Me’ received over 140 million impressions in just the first week. The work was covered extensively in trade publications as well as mainstream coverage. The campaign is rolling out globally and launched in Latin America at the end of Q4 with results still being collected at time of submission.

Whether you do it on your own to make room in your recycling bin, or it’s done with a press at a recycling plant, every Coca-Cola, bottle or can will be crushed as part of the recycling process. Our key message is the same one that has been on the side of every Coca-Cola product for years: RECYCLE ME. It’s a call to action to encourage recycling on a mass scale.