Working closely with TOMRA (the NSW Government\u2019s partner responsible for operating Return and Earn reverse vending machines), Pepsi with Special Australia has unveiled \u2018The Recycling Rethink\u2019, an initiative to dramatically incentivise the recycling of their bottles and cans.<\/p>\n
From now until November 22, 2025, anyone who recycles a Pepsi container at any Return and Earn machine in NSW will have the opportunity to earn an additional $50,000, $10,000, $1000, or $100, on top of the normal 10c refund.<\/p>\n
\u201c\u2019The Recycling Rethink\u2019 started with a simple enough question: If you could earn more for recycling a Pepsi, wouldn\u2019t you recycle Pepsi more?\u201d said Alastair Flack and Mark Starmach, from Special Australia.<\/p>\n
Thus began a three year journey for Pepsi to find a way to make it happen, working in close collaboration with TOMRA\u00a0 and Exchange For Change who are responsible for the Return and Earn Scheme overall.<\/p>\n
Ultimately, the solution came by tapping into a previously overlooked feature inside Return and Earn\u2019s reverse vending machines\u2014a humble barcode scanner.<\/p>\n
\u201cTypically, the data recognised by this barcode scanner is only used to validate an eligible container,\u201d said Starmach and Flack. \u201cBut now, whenever an eligible Pepsi barcode is detected, it will also automatically trigger the printing of a special voucher at the end of the recycler\u2019s session, in addition to the normal 10c refund voucher. When the unique QR code on it is scanned, it\u2019ll instantly say if they\u2019ve earned anything extra.\u201d<\/p>\n
\u201cThis initiative is all about making recycling more enjoyable and rewarding for Australians. By doing so, we aim to reduce waste and boost the supply of recycled plastic,\u201d said Susan Press, marketing director beverages at PepsiCo ANZ.<\/p>\n
The initiative is supported by environmentally-friendly bill posters, social, online video, and communications to Return and Earn\u2019s thousands of active recyclers via their email newsletter and official website\u2014not to mention the messaging that now appears incidentally on every Return and Earn machine in NSW.<\/p>\n
\u201cWe\u2019re chuffed with the seamless integration we\u2019ve achieved with Return and Earn and their machines via TOMRA,\u201d commented Caity Cowper from Special Australia. \u201cI don\u2019t think I\u2019ve ever been so excited about a tiny waiting screen and a paper receipt, but here we are.\u201d<\/p>\n
\u201cThe Return and Earn machines give us a powerful way to monitor behaviour change. We\u2019re optimistic that they\u2019ll drive not only an increase in the number of Pepsi containers being recycled, but also a broader uplift in recycling overall,\u201d added Press.<\/p>\n
\u201cThis initiative is running across NSW, and we\u2019re excited to see how it performs. If successful, we\u2019d love to see it rolled out nationally to make an even bigger impact.\u201d<\/p>\n
\u00a0<\/p>\n
Credits:<\/p>\n
Client: Pepsico<\/p>\n
PepsiCo ANZ Marketing Director Beverages: Susan Press<\/p>\n
PepsiCo ANZ Marketing Manager CSDs: Tom Floyd<\/p>\n
PepsiCo ANZ Senior Brand Manager CSDs: Maya Birve<\/p>\n
\u00a0<\/p>\n
Agency: Special Australia<\/p>\n
Partners\/CEO: Lindsey Evans & Cade Heyde<\/p>\n
Partners\/CCO: Julian Schreiber & Tom Martin<\/p>\n
Partner\/CSO: Dave Hartmann<\/p>\n
Group Creative Director: Max McKeon<\/p>\n
Senior Creatives: Mark Starmach and Alastair Flack<\/p>\n
Team Lead: Caity Cowper and Michelle Braslin<\/p>\n
Senior Business Director: Maddie Armstrong<\/p>\n
Senior Business Manager: Stephanie Cheung<\/p>\n
Strategy Director: Heather Morrison<\/p>\n
National Head of Production: Tash Johnson<\/p>\n
Integrated Producer: Will Sealey<\/p>\n
Production Coordinator: Ada Tuna<\/p>\n
Creative Services Manager: Kristie Dagg and Lucy Walker<\/p>\n
Production Co: Special Made<\/p>\n
Motion Graphics: Rob Summons<\/p>\n
CGI \/ Retouching: Nick Mueller<\/p>\n
Editor: Ollie Knocker<\/p>\n
Finished Art: Jen Bailey<\/p>\n
Music: Mosaic Music & Sound<\/p>\n
Media Agency: PHD\/Trio<\/p>\n
Planning Manager: Grace Parsons<\/p>\n
Media Implementation Account Director: Mikeah Irving<\/p>\n
Media Implementation Account Executive: Tasnia Sheikh<\/p>\n
Media Implementation Account Manager: George Grigoriou<\/p>\n
Media Implementation Account Executive: Anna Wiebe<\/p>\n
Media Implementation Account Director: Agne Staraite<\/p>\n
The Live Agency<\/p>\n
Return and Earn Scheme partners<\/p>\n
Exchange for Change<\/p>\n
TOMRA Cleanaway<\/p>\n
TOMRA Collection<\/p>\n
NSW State Government<\/p>\n
Join more than 30,000 advertising industry experts<\/p>\n
Get all the latest advertising and media news direct to your inbox from B&T.<\/p>\n
\t\tSubscribe\n\t <\/p>\n","protected":false},"excerpt":{"rendered":"Working closely with TOMRA (the NSW Government\u2019s partner responsible for operating Return and Earn reverse vending machines), Pepsi…\n","protected":false},"author":2,"featured_media":166961,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[64,63,51445,17608,8124,105],"class_list":["post-166960","post","type-post","status-publish","format-standard","has-post-thumbnail","category-technology","tag-au","tag-australia","tag-pepsi","tag-pepsico","tag-special","tag-technology"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/166960","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=166960"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/166960\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/166961"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=166960"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=166960"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=166960"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}