Coca-Cola’s 'Recycle Me’ campaign leverages crumpled aluminium can logo to support sustainability

By taking an unexpected turn from its original logo, Coca-Cola introduces 'Recycle Me,' an innovative global out-of-home advertising initiative. Leveraging the universally recognised red-and-white emblem, the campaign aims to inspire recycling by portraying the Coke logo in a crumpled, recycled aluminium can aesthetic.

Unlike conventional digital manipulation, Ogilvy, the creative force behind 'Recycle Me,' opted for an analogue approach. Employing mechanical presses and vacuums, actual Coke cans were crushed to craft unique, authentic visuals for each outdoor advertisement. This painstaking process infuses the campaign with an unparalleled sense of grounded authenticity, resonating deeply with viewers.

Beyond its marketing appeal, 'Recycle Me' highlights Coca-Cola's commitment to environmental stewardship. Islam ElDessouky says that the brand's mission is toward a 'World Without Waste.' This initiative aligns with Coca-Cola's ambitious goal to achieve 100% recyclable packaging by 2025, which aims at collecting and recycling the equivalent of every bottle and can be sold by 2030.

The global vice president of creative strategy and content at Coca-Cola, Islam ElDessouky, while addressing the launch, stated: "At Coca-Cola, we aim to have a world without waste. We have a unique opportunity to use our marketing to send a powerful message and bring consumers along our sustainability journey."

As 'Recycle Me' makes its debut across Latin America, it heralds a new era of eco-conscious advertising. By championing sustainability through innovative design, Coca-Cola seeks to redefine its image and inspire consumers to embrace recycling practices. With 'Recycle Me,' Coca-Cola sets a precedent for brands to integrate environmental responsibility into their marketing strategies, paving the way for a more sustainable future.

What's happening in the USA? 

Liberty Coca-Cola Beverages, a Philadelphia-based bottling company, has taken a significant step towards sustainability by replacing plastic rings with fiber-based paper packaging in their aluminium can packs. This move addresses concerns raised by conservationists and marine biologists regarding the environmental impact of plastic pollution.

Plastic rings pose a threat to marine life, contributing to ocean trash and endangering animals. Liberty's switch to paper-based packaging is estimated to eliminate 75,000 pounds of plastic annually, offering a solution to reduce ocean pollution. Designed by Graphic Packaging International, the new packaging is compact and easily recyclable, emphasising the company's commitment to sustainability and environmental stewardship.

To know more about such noble initiatives, please have a look at AL Circle’s free report, Sustainability in the Global Aluminium Sector.