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By Ellen Ormesher, Senior Reporter

November 3, 2021 | 3 min read

Reusable product maker Chilly’s has launched a campaign to coincide with Cop26 that imagines a sustainable future where reusable products are the norm.

Last week, the UK government outlined its latest strategy for sustainability in the form of its net-zero by 2050 commitments – however, the importance of reducing waste by reusing products was largely neglected in the report.

Chilly’s hopes to show the British public that disposable, throwaway bottles, cups and containers can be a thing of the past if they engage in a ‘reusable way of living’ – an idea from which the campaign takes its title.

In the spot, Chilly’s products sit alongside everyday events, combining high-end design with convenience to suit every purpose.

The result is a depiction of the little things that make up life in the UK. Scenes filmed across the north west of England depict crowds spilling out of the local football ground, while teenagers in blazers and puffa jackets take selfies with strangers on a school trip. By placing Chilly’s durable, reusable designs at the center of each narrative, the campaign’s message is that the brand’s water bottles, cups and lunch pots are made to fit every environment.

“Whatever the industry, by 2025 we hope to see a normalization of reusables rather than single-use products,” says Chilly’s co-founder James Butterfield.

“Cafes, pubs, food delivery services, you name it. It’s time for us all to take responsibility and work together to eliminate single-use plastics for good.”

The film is complemented by an out-of-home marketing campaign of billboards and posters focusing exclusively on Chilly’s product range. Both the film and poster campaign will run in prime media slots and locations, including on ITV, Channel 4 and Sky, as well as on high-profile poster sites across the UK’s railway hubs, TfL and London’s iconic Old Street roundabout.

As Cop26 takes place in Glasgow this month, many brands and businesses are pushing their green credentials and making commitments for the future. However, Chilly’s director of creative and marking, Phil Jacobson, says this has always been front of mind for the brand.

“Bottled water companies don’t produce water, they produce plastic, and then make it aspirational through brand building. We believe that beautifully designed reusable products are part of the solution to the waste problem. A meaningful brand narrative has the power to instigate change.”

However, Jacobson is keen to highlight that this message is one for the long term. “Environmentalism is on the agenda for very good reasons. Our intent was not to target Cop26 but encourage and inspire people to adopt reusables as part of their everyday. We’re conscious of overclaims, of greenwashing. We know our space, but we’re committed to make reusables relatable.”

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