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The decision on whether to recycle an empty bottle or just throw it in the trash shouldn’t be one determined by convenience, but alas, such is human nature. People are simply more likely to recycle if they can easily find and get to the right bin.
To that end, Coca-Cola and Publicis Italy have come up with a novel way of boosting the frequency of recycling while also maintaining the vibe of the brand’s advertising.
In a few European markets—and most visibly at the recent Happy Energy Tour musical festival in Sofia, Bulgaria—Coca-Cola has been running outdoor ads and out-of-home placements that turn the brand’s iconic white ribbon on a red background into a hand pointing at the nearest recycling bin.
Publicis Italy reports that 85% of bottles discarded at the festival were put into the bottle-specific recycling bin, which the agency says is “a significantly higher rate versus the previous...
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