The Pepsi Recycling Rethink
In 2021, 84% of plastic produced in Australia ended up in landfill or the environment. Despite Pepsi investing in plastic deceleration, Aussies still weren’t recycling enough. On top of this most brands avoid responsibility for the plastic they produce. They find it easier to stay quiet than risk getting it wrong. Pepsi decided to step in.
Partnering with Tomra and ‘Return & Earn’ over three years and two continents, we reignited a stagnate 50 year 10c refund model by revolutionised the way self-depositing recycling machines worked with one simple question: if you could earn more for recycling a Pepsi, would you recycle more Pepsi?
