Following 2013’s successful transformation campaign for Recycle Everywhere, a strategy was developed to capitalize upon the brand’s top-of-mind presence. This led to a new creative platform in 2014, in which the message has been distilled into a direct call to action. The purpose: to inform the public that all empty beverage containers are recyclable. The ads clearly make this statement, encouraging Manitobans to recycle every single one of their empty beverage containers. By co-opting the advertising equity established by different beverage producers, and their relationship with the consumer, a genre-specific advertising campaign was developed. Each execution showcases a specific type of beverage, and is tied to the overarching message with the final tagline. No matter what the drink, enjoy it, and then recycle it.
Silver Recycling Boxes