Nothing Tastes Better Than a 100% Recycled Bottle
In December 2020, PepsiCo committed to eliminate all virgin plastic from its Pepsi brand beverage bottles sold in nine European Union markets by 2022. To support this pledge, this month Pepsi MAX UK unveiled its brand new bottles made from 100% recycled plastic. To celebrate this giant step forward for the brand, Pangolin helped Pepsi MAX launch the new bottles with its new 360 campaign – ‘Nothing tastes better than a 100% recycled bottle’.
The campaign calls on consumers to help save the planet by firstly choosing bottles made from 100% recycled plastic, as well as encouraging them to ensure the bottle is being correctly recycled after use. In doing so, aiming to shift consumer mentalities towards making more sustainable decisions, whilst realising they can still have the maximum taste of Pepsi MAX.
Pepsi MAX and Pangolin coordinated the launch to coincide with Recycling Week 2021; we partnered with charities Keep Britain Tidy and Recycle Now to fund donations. Using the innovative platform Good-Loop meant that by watching the new TV advert, consumers unlock a donation to the chosen charity partners – for every £1 spent on media, 50% went to charity.
A targeted approach across marketing and trade media was used to announce the new packaging. The team secured an interview for Cathy Graham Kidd, Senior Marketing Director, PepsiCo West Europe Beverages, in the global marketing title AdWeek, where she discussed the exciting new campaign and future plans for Pepsi MAX. Further coverage was also secured across the top marketing titles, Campaign, The Drum and Mobile Marketing.