Creative in association withGear Seven

California Milk Advisory Board Urges Californians to 'Recycle the Jug' in Public Information Campaign

Advertising Agency
Los Angeles, USA
Deutsch LA encourages Californians to Pour it. Cap It. Bin It.

According to a 2021 perceptions study conducted by a dairy industry coalition, 70% of Californians say recycling is important to them, but almost half (47%) say milk jugs are too difficult to recycle. 

To help bridge this gap, the California Milk Advisory Board (CMAB), in partnership with MilkPEP, today announced a new public information campaign created in collaboration with communications and marketing consultancy, Ketchum, and creative agency Deutsch LA titled, 'Recycle the Jug.'

“California consumers are dedicated to doing their part to recycle but many don’t understand that the HDPE used for plastic milk jugs is one of the most widely accepted plastics in recycling programs across the United States. It’s highly desirable by recyclers because of its value and ability to be turned into new materials,” said John Talbot, CEO of the CMAB. “We want to encourage consumers who buy milk in the jug to make sure that jug makes it to the recycling bin to help keep plastic out of landfills.”

In an effort to educate and encourage California dairy consumers to participate in milk jug (HDPE) recycling, CMAB, MilkPEP and Deutsch LA created a standalone website ( to promote the initiative in three easy steps: Pour it. Cap it. Bin it. 

The website showcases straightforward messaging and vibrant design strategy to appeal to consumers of all ages, as well as intuitive animation and large typography that delivers easy, digestible content for users. The modern design elements combine milk spots and a green colour palette to create a unique visual twist on sustainability and recycling. 

Additionally, QR codes made available on partner/supplier milk jugs are driving site traffic and engagement where consumers are encouraged to be program ambassadors through 'Spread the Word' and 'Tools & Resources' modules, infographics and shareable social content. 

Agency / Creative