Thu, 10 Jun 2021 11:36:54 GMT
Recycling, reuse, reduction of emissions, carbon footprint ... These are concepts that are increasingly ingrained, not only in the vocabulary of brands, but also in their processes and in their purposes to promote the circular economy and a more respectful commercial activity with the environment. In a context of growing concern for the environment, recycled plastic has become an ally for companies to achieve their sustainability goals.
The campaign presents the new recyclable plastic bottle in all its ranges.
In this context, Pepsi has chosen this country to present the launch in all its ranges of its new 100% recycled and recyclable plastic bottle (rPet). This change in beverage packaging, which will soon be joined by more countries in which the company operates, reflects the brand's environmental commitment and is also a significant step in achieving its sustainable goals.
Pepsi has made the initiative known with an international advertising campaign in which it is precisely the bottle, and not the soft drink, that acquires all the prominence of the narrative. Thus, in the piece created by the independent agency El Russo de Rocky, in which it is his second collaboration with Pepsi Europe, a woman carefully observes how the drink is poured into a glass. To the sound of a version of ‘Feeling Good’, by Nina Simone, the liquid spills to the last drop, and when it seems that the protagonist is going to enjoy the soda, she proceeds to drink from the bottle, already with nothing inside. "Nothing tastes better than a 100% recycled bottle," concludes the spot.
In this sense, ’Empty bottle’ gives the maximum prominence of the advertisement to the bottle. "We wanted consumers to understand the importance of this bottle with an extraordinarily brave gesture for a brand: giving up talking about its liquid," said Lucas Paulino, founding partner and executive creative director of Rocky Russian. “We have made the most spectacular and unexpected drinking shot in the history of Pepsi, but to an empty bottle. Because here the important thing is the environmental commitment, and if something tastes good, it is helping to take care of the planet”.
As the lyrics of the song that complete the piece imply, the new packaging marks a new era for the company.“This campaign marks for us a new milestone in Pepsi communication. It is brave, it is notorious, but above all it sends a message of commitment that we are very proud of and that is only the first step on our path of supporting sustainability”, said Natalia Suazo, marketing director of PepsiCo Beverages SouthWest Europe.
The campaign, which was shot with Blur Films and director Marc Corominas, will reach other key markets for the company in the coming weeks. It can be seen on television, digital media and social networks, and will also have graphic and outdoor activations. The media centre responsible for the launch is OMD.
Categories: Soft Drinks, Carbonated DrinksHunkyDory Films, Thu, 10 Jun 2021 11:36:54 GMT