Coca-Cola's recycling ad wins in print

Coca-Cola's sustainability objectives are ambitious: by 2025, they aim to ensure all packaging is 100% recyclable, and by 2030, they plan to collect and recycle a bottle or can for every one sold. The 'RecycleMe' campaign was designed to propel these goals, using the power of their globally recognised logo to instil a recycling mindset among consumers.

The campaign's brilliance lies in its simplicity and visual impact. It features the Coca-Cola logo as it appears on a crushed can, accompanied by the direct call-to-action, "Recycle Me." This creative decision broke away from the brand's typically strict guidelines, presenting a distorted version of the logo to symbolise the recycling process. Each ad execution was unique, reflecting the various ways cans can be crushed and recycled, further emphasising the individuality of the recycling process.

The campaign's visual strategy was both innovative and effective. Various techniques were used to crush the cans, from mechanical presses to vacuums, each producing a distinct rendition of the logo. This not only reinforced the recycling message but also demonstrated that the brand's identity remains recognisable even in a recycled form. The campaign's reach was substantial, with the initial launch in the US generating 140 million interactions within its first week.

In Brazil, the campaign had a notable partnership with Folha de S.Paulo, one of the country's largest and most influential newspapers. The three-page newspaper advert sequence published in both print and digital editions further amplified the campaign's message. The judges at Cannes praised the campaign for its elegance, simplicity, and the powerful alignment of brand purpose with execution. John Raúl Forero, Print & Publishing jury president, highlighted the campaign's return to the purity and boldness of print advertising, which ultimately secured its Grand Prix win.

The campaign's success extends beyond its creative execution. It has significantly heightened consumer awareness about recycling, encouraging environmentally responsible behaviour. Coca-Cola's global VP of Creative Strategy and Content, Islam Eldessouky, emphasised that the 'RecycleMe' initiative aligns with the company's broader vision of a world without waste. By making their packaging 100% recyclable and ensuring each sold item is collected for recycling, Coca-Cola is not only addressing environmental concerns but also enhancing its brand's sustainability credentials.

Brand: Coca-Cola

Agency: Ogilvy, New York

Award: Grand Prix Print & Publishing