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Pepsi Max uncaps campaign announcing 100% recycled bottles

Pepsi Max has become the latest soft drinks brand to respond to the waste crisis with the release of its 100% recycled single-use plastic bottles, part of a commitment to switch all ready-to-drink beverages sold in Britain to the packaging by the end of 2022.

To mark the occasion, the beverage brand has launched a new campaign to celebrate the packaging pivot, timed to coincide with Recycle Week, with ‘Nothing tastes better than a 100% recycled plastic bottle’.

The 360° brand campaign calls on consumers to save the planet by choosing 100% recycled bottles for their soft drink needs in both 500ml and 600ml varieties – making sure to dispose of them in a recycling bin afterwards.

Running across British TV screens to a backing beat of Nina Simone’s Feeling Good, the campaign depicts an actress plumping to drink from an empty recycled bottle.

Cathy Graham Kidd, senior marketing director for PepsiCo West Europe Beverages, said: “At PepsiCo we aspire to a world where packaging never becomes waste. However, we’re aware that to achieve this, we need to not only ensure we’re using recycled bottle packaging, we also need to encourage our customers to recycle plastic bottles to help us do it.

“We wanted to ensure our ad campaign was representative of this ambition and one which would stop consumers in their tracks and provoke them to think about the bottle, and not just the cola inside. We hope ‘Nothing tastes better than a 100% recycled bottle’ helps even more bottles get recycled in the UK.”

Accompanied by out-of-home (OOH) artwork in digital media and across social networks as well as graphic and in-store activations to convey the recycling message to audiences everywhere, Pepsi Max has also partnered with charities Keep Britain Tidy and Recycle Now to help reduce the volume of soft drinks bottles discarded on the street.

Plastic waste has become a major public concern amid high-profile campaigns from the likes of Greenpeace and Sir David Attenborough to raise awareness of the issue. Arch-rival Coca-Cola is also making a play for green consumers with the introduction of ‘reverse’ vending machines.