Pepsi makes recycling more rewarding in new ‘The Recycling Rethink’ campaign via Special

September 25 2025, 10:35 am | BY Ricki Green | 1 Comment

Pepsi, in partnership with Special Australia, has launched ‘The Recycling Rethink’, a new campaign designed to drive more Australians to recycle their bottles and cans.

 

Running until 22 November, the program adds an extra incentive to the existing 10c Return and Earn refund in NSW, with recyclers given the chance to instantly win bonus cash prizes of up to $50,000 whenever they return a Pepsi container.

The campaign introduces a barcode-triggered system that issues a unique voucher at Return and Earn machines, offering recyclers an opportunity to find out on the spot if they’ve scored an additional reward.

The rollout is supported by environmentally-themed outdoor, social, and online video, with production handled through Special Made and media managed by PHD/Trio.

Client: Pepsico
PepsiCo ANZ Marketing Director Beverages: Susan Press
PepsiCo ANZ Marketing Manager CSDs: Tom Floyd
PepsiCo ANZ Senior Brand Manager CSDs: Maya Birve

Agency: Special Australia
Partners/CEO: Lindsey Evans & Cade Heyde
Partners/CCO: Julian Schreiber & Tom Martin
Partner/CSO: Dave Hartmann
Group Creative Director: Max McKeon
Senior Creatives: Mark Starmach and Alastair Flack
Team Lead: Caity Cowper and Michelle Braslin
Senior Business Director: Maddie Armstrong
Senior Business Manager: Stephanie Cheung
Strategy Director: Heather Morrison
National Head of Production: Tash Johnson
Integrated Producer: Will Sealey
Production Coordinator: Ada Tuna
Creative Services Manager: Kristie Dagg and Lucy Walker

Production Co: Special Made
Motion Graphics: Rob Summons
CGI / Retouching: Nick Mueller
Editor: Ollie Knocker
Finished Art: Jen Bailey
Music: Mosaic Music & Sound

Media Agency: PHD/Trio
Planning Manager: Grace Parsons
Media Implementation Account Director: Mikeah Irving
Media Implementation Account Executive: Tasnia Sheikh
Media Implementation Account Manager: George Grigoriou
Media Implementation Account Executive: Anna Wiebe
Media Implementation Account Director: Agne Staraite

The Live Agency

Return and Earn Scheme partners
Exchange for Change
TOMRA Cleanaway
TOMRA Collection
NSW State Government