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

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Deutsch LA encourages Californians to Pour it. Cap It. Bin It.

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

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 (recyclethejug.com) 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. 

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Recycle the Jug
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DEUTSCH / AGENCY CREDITS
Digital Experience and Design

Creative Director, Platforms: Elizabeth Coordingly

Junior UX Designer: Meosha Jupiter

Design Director: Jean-Lou Renoux

Associate Design Director: Erin Burrell

Senior Designer: Jeremy Gozzip

Junior Designer: Rachel Howard

Associate Creative Director: Nate Steele

Digital Production

Digital Producer: Vanessa Scanlan

Technology

Technology Director: Bilal Elreda

Senior QA Analyst: Vahagn Kirakosian

Motion Designer: Tim Hennessey

Account Management

Group Account Director: Montse Barrena

Account Director: Josh Brewer

Account Executive: Morgan Love

Assistant Account Executive: Nicholas Suarez

Business Intelligence

Director of Marketing Science: Barbara Zaucha

Senior Analyst, Marketing Science: Nick Atsaves

Genres: Storytelling

Categories: Milk, Soft Drinks

Deutsch LA, Thu, 07 Oct 2021 15:51:09 GMT