A campaign as a contribution to the discussion on sustainability and reusable packaging.
Together for reusable PET bottles.
The German Mineral Water Cooperative (GDB) manages the reusable and recycling system of German mineral water companies with around 180 member companies. With around 1 billion reusable PET bottles, the reusable system is the largest managed reusable system in Europe – also for PET. This has a not inconsiderable effect on sustainability and climate protection. This is where communication comes into play: because returnable PET bottles are better than their reputation.
Facts and figures.
A landing page as a central information hub about mineral water in PET: What is PET anyway? What effect do returnable PET and closed-loop systems have on the environment and climate? How does recycling work? Reduced in design, with facts and visuals in the center and an extensive FAQ section.
PET-Shop-People - the campaign.
Attention for arguments. With humour, but without forgetting that it’s about an important topic. That was the aim when developing the campaign motifs that lead to the landing page with its information. Above all, the campaign was played out via posts on social media with a focus on Facebook, supported by high-reach banner formats. The performance of the campaign was optimised using A/B testing, and interactive formats such as quiz ads with questions on the topic of “mineral water in PET” helped to exceed the reach and engagement targets.
