KitKat and Wunderman Thompson encourage Aussies to ‘Give the Planet a Break’ by recycling correctly
The majority of Australians (80%) show a strong desire to recycle correctly, however almost half the nation (48%) is getting it wrong. To encourage and educate Aussies to ‘Give the Planet a Break’ by recycling their soft plastics correctly, KitKat via Wunderman Thompson, have made the bold move to temporarily replace its logo on the iconic four-finger milk chocolate bar with a call out to recycle in store.
Research commissioned by KitKat shows that one in four people are unaware that they can recycle soft plastics such as chocolate and lolly wrappers, with a further 17% unaware that soft plastics need to be recycled separately from other household recycling.
Supporting industry data reveals the significant impact for soft plastics placed in household kerbside bins. Recyclable soft plastics which make up 20% of the volume of household rubbish bins, ultimately end up in landfill when incorrectly placed in the recycling or rubbish bin.
The limited-edition bars feature a KitKat-inspired recycling symbol and an explicit call to Aussies to drop off wrappers at REDcycle collection bins, located in most major Australian supermarkets.
Dropping off soft plastics to REDcycle can not only help divert them from landfill, but means they can be recycled to be used as a valuable resource to make useful items such as benches or fences.
Says Joyce Tan, head of marketing confectionery, Nestlé: “KitKat is a brand synonymous with breaks. Together, we want to work with Aussies to help them ‘Give the Planet a Break’ and recycle their soft plastics right.
“We know Australians have great intentions when it comes to recycling but our research shows that unfortunately over a third of us (37%) either forget to drop off our soft plastics at the supermarket, say we can’t be bothered to take them back to store, or don’t have anywhere to store them at home.
“In order to encourage everyone to recycle right and drop off their KitKat wrappers and other soft plastics at REDcycle collections bins, we’ve turned our iconic pack into a reminder Aussies can’t miss!
“Putting good reminders or systems in place, like stowing your soft plastics in a reusable shopping bag until you go back to the supermarket, will go a long way to helping you recycle more soft plastics – and give the planet a break.”
For more information on recycling soft plastics correctly, visit www.givetheplanetabreak.com.au
Creative: Wunderman Thompson
Packaging: The Key Branding
Media: UM
PR: Red Havas
9 Comments
It’s a bold strategy Cotton, let’s see if it pays off for ’em.
One time use packing tells us to recycle?
This is by far the most interesting Kit Kat work from the Aussie market in a long time.
Nestle breaches sustainable palm oil legislation, tells us to recycle though.
Non recyclable packaging. What idiot thought this campaign was a good idea?
Uhh,
It is recyclable packaging.
Hear, Hear … how about Nestle saves the planet and the orangutan’s first
Palm oil.
Every bit counts but come on, make real change.
You can’t beat your chest while you’re doing the opposite elsewhere
Milk chocolate (sugar, milk ingredients, cocoa butter, cocoa mass, whey powder, lactose, soya lecithin, polyglycerol polyricinoleate, natural flavour) ,wheat flour, sugar, modified palm oil, cocoa, sodium bicarbonate, soya lecithin, yeast, natural flavour.
FFS
Telling us to do the right thing when they don’t.
And shamefully, until this campaign, I had no idea Kit Kat contained Palm Oil.
Thank you commenters above, it’s now off my list.