Brands with iconic, instantly recognizable logos typically avoid making changes to them or allowing any third-party modifications that might compromise their integrity. However, with 75% of consumers able to identify a brand just by its logo, Coca-Cola and the WPP’s specialized Open X team took a bold step by altering their logo to emphasize the importance of recycling.
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Recognized globally as one of the most valuable brands, Coca-Cola is also aware of the environmental responsibilities it carries, particularly the need to recycle its cans and bottles. To this end, Coca-Cola teamed up with Open X Ogilvy New York to encourage consumers to incorporate recycling into their daily interactions with the brand.
The “Recycle Me” campaign, which initially launched in Latin America, is now visible across various outdoor (OOH) and digital-out-of-home (DOOH) advertising locations in Argentina, Brazil, and Mexico. It is also featured in print advertisements and on various social media channels, with plans to expand to other markets progressively.
The campaign’s visuals, including images and films, showcase the Coca-Cola logo distorted as though a can has been compressed during the recycling process. This powerful call to action, drawn directly from the slogan on the can, aims to make recycling a top priority for consumers and prompts them to act positively after enjoying a Coca-Cola.
The campaign aligns with Coca-Cola’s broader ‘World Without Waste’ initiative, which has set ambitious targets to make all packaging 100% recyclable by 2025 and to collect and recycle the equivalent of every bottle and can it sells by 2030.
While the message of recycling Coca-Cola cans is not new—having been promoted for over four decades—the emphasis on this practice marks a significant shift. Typically, Coca-Cola advertisements focus on the enjoyable taste of the beverage or the joy and unity it brings to people. Thus, even though the recycling message is longstanding, incorporating it so prominently in their marketing represents a notable change in strategy.
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