Coca-Cola twists its logo to promote recycling

Coca-Cola twists its logo to promote recycling

WPP Open X, in collaboration with Ogilvy New York, has launched an innovative Latin American advertising campaign to promote recycling using the Coca-Cola logo. This campaign uses images of real cans that have been crushed to create creative and eye-catching designs that reflect the action of crushing cans before recycling them. The campaign is being exhibited in various locations in Argentina, Brazil and Mexico.

The advertising project called ‘Recycle Me’ was first launched in Latin America and features the Coca-Cola brand with a series of powerful OOH ads showing its logo after it has been crushed by the recycling process. This striking design includes a call to action to “recycle me” and aims to raise awareness of the importance of recycling and motivate the consumer to take positive action after consuming a can of Coca-Cola.

Coca-Cola has launched a new campaign aimed at encouraging consumers to recycle their used cans. This is in line with its global strategy of “A world without waste”. The ‘Recycle Me’ campaign uses the famous Coca-Cola logo to promote the idea that sustainability is a shared responsibility and to drive recycling on a large scale.

 These advertising pieces can be seen in both outdoor and digital spaces, in addition to being shared on social networks and print publications.

Images of the crushed can logo were used to create impactful pieces. The technique used included mechanical presses and vacuum cleaners to give an original twist to the brand’s iconic logo. This innovative project presents different versions of the logo in its advertisements, reflecting how people often crush their cans before recycling them. A film will soon be released that will show the entire creative process behind this project.

Islam ElDessouky, who is the Global Vice President of Creative Strategy and Content at Coca-Cola, stressed the importance of having a waste-free world. The company is working hard to innovate its products and make 100% of its packaging recyclable by 2025. In addition, they have set out to collect and recycle one bottle or can for every one they sell by 2030. This is a unique opportunity to use your brand to send a powerful message that can attract consumers. With the “Recycle Me” campaign, they invite everyone to recycle whenever possible.

Guillermo Vega, Ogilvy’s Global creative leader, said that promoting recycling by squashing the world’s best-known logo is an important call to action. The instant recognition that the logo has allows people to know what it is even when it is seen in a “shredded” form as part of the recycling process. He is proud to work for Coca-Cola and thanks his collaborators for allowing them to continue to drive the design of such an iconic brand.