COEX campaign uncorks potential in glass wine and spirit bottle recycling in QLD via John Smith

Queenslanders are being reminded to ‘get savvy with your savvy b’ and ‘a win for your gin’ as part of a new campaign launched by the state’s container refund scheme created in partnership with Queensland creative agency John Smith, to boost glass wine and spirit recycling.

Queensland was the first state in Australia to expand its container refund scheme, Containers for Change, to make glass wine and spirit bottles eligible for the 10-cent refund.

Recycling glass wine and spirit bottles through Containers for Change is especially impactful as 100% of glass returned through the scheme is recycled in Queensland, with three-quarters of the material turned into new bottles, some in as little as three days.

Research commissioned by Container Exchange (COEX), the not-for-profit organisation that runs Containers for Change, shows about 1 in 2 Queensland don’t know they can return glass wine and spirit bottles in exchange for the 10-cent refund.

The campaign targets consumers aged 18+ on the path to purchase their favourite tipple, reminding them that they can cash in their empties once finished.

The campaign will run across multiple channels including within bottle shops across Queensland, Uber and Uber Eats apps, and shopping centre activations in select locations close to bottle shops.

Richard Brosnan, Brand and Marketing Manager at COEX, says the campaign was an exciting opportunity to tap into the consumer experience to encourage recycling and put more 10-cent refunds back into the Queensland community: “Every year about three billion beverage containers are sold in Queensland, but one billion of those are still ending up as litter and landfill – that’s $100 million in 10-cent refunds literally going to waste.

“John Smith have delivered a fresh creative approach to help cut through the noise of a saturated alcohol advertising market and tap into Queenslander’s sense of humour.

“Whether consumers choose to cash in on the 10-cent refund for themselves or donate it to a charity, this campaign is key to raising awareness of eligible drinks so we can ensure no container goes to waste.”

John Smith Strategy Director David Watson says the agency was delighted to be working with COEX on the campaign: “We wanted to develop a campaign that reminded Queenslanders in a light-hearted fashion how easy and rewarding it is to recycle their wine and spirits bottles in a way that delivers real and tangible benefits to their community.”

The campaign is now live and will run through to August 2025.

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