The beer brand Heineken promotes the recycling of empty bottles and cans through its ‘Trash&Win’ application.

The Heineken company has launched a new web application called ‘Trash&Win’ which will be available from this Thursday. This application aims to ensure that the brand’s empty bottles and cans are recycled correctly, through a reward system. It also has the support of organizations such as Ecovidrio and Ecoembes in its initiative to promote recycling.

TrashAndWin.com’ is born after the success of the physical campaign ‘Trash and Win‘, carried out by Heineken Spain in 2023. During this initiative, smart garbage cans were placed at well-known music festivals, such as the ‘Monegros Desert Festival’ and the ‘Trui Son Fusteret’.

During the festival, an initiative called ‘Trash and Win’ was implemented in which the garbage cans functioned as lottery machines. Attendees could win prizes by bringing the waste generated at the event to this facility and disposing of it properly. Thanks to this initiative, two tons of glass, caps, bottles and other plastic objects were collected for recycling and reuse.

To facilitate recycling in Spain, a brewing company has developed a web application that uses Artificial Intelligence technology to identify the different types of containers. The application uses the phone’s camera to recognize whether bottles and cans have been deposited in the correct container, thus ensuring better waste separation.

The Trash&Win app works efficiently by identifying each empty Heineken-branded container and automatically providing the opportunity to win various prizes. Thanks to this application, users can easily participate by depositing empty bottles and cans in the appropriate garbage cans or containers. Once this is done, the application will immediately display the result and the prize won by the participant.

Participation in ‘The Champions Burger’ ceremony

The application, created by the LePub agency and its innovation and technology center LeGarage, will be presented for the first time in Zaragoza in collaboration with the event ‘The Champions Burger’, which will take place from April 4 to 14 in the city.

During the weeks leading up to the event, contestants will have the chance to win tickets to Spain’s most popular music festivals, tickets to the UEFA Champions League, dinners at the best restaurants in their area and other prizes.

According to Lucía López-Rúa Páramo, Marketing Director of Heineken Spain, by joining together to keep their city clean, participants can not only receive prizes, but also ensure that they enjoy good times in company and with responsibility towards the environment. In addition, they will have the opportunity to win prizes that will allow them to continue enjoying new experiences.

The “Trash & Win” initiative will be present at important events in Spain. In addition to being at ‘The Champions Burger’ events, Heineken will also carry out this activity at a selection of music festivals, with the aim of promoting cleanliness in these venues and in their cities.

The company’s upcoming plans include the expansion of its ‘Trash & Win’ platform to more countries in order to encourage and incentivize users to collect Heineken bottles and cans and deposit them in the right place to win prizes.