The Pepsi Recycling Rethink

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. We needed to find a new way to get people to recycle more Pepsi.

Partnering with Tomra and ‘Return & Earn’ over three years and two continents, we revolutionised the way self-depositing recycling machines worked by asking one simple question: if you could earn more for recycling a Pepsi, would you recycle more Pepsi?

Instead of lecturing people on recycling we changed a long standing government-run recycling system, making recycling more entertaining and engaging for a broader audience.

Most importantly we designed the code to be compatible with Tomra’s global network of 100,000 machines, so we can now implement this technology across the globe.