Integrated Marcom activities 2007-2008
B2C, service, UxD, UI, campaign, Flash, concept, UGC, video, print
Starting point: The removal of surtax, at the beginning of 2008, on packaging that can be utilized as raw material made it possible to include light PET bottles in the deposit-refund system for beverage containers. The introduction of deposit-refund for the new PET bottle and its ability to be recycled mark the start of the biggest change in the beverage market in Finland since 1968 when the sale of medium-strength beer was allowed in grocery stores. Challenge: The inclusion of the new light plastic bottle within the deposit-refund and recycling system imposes a tough challenge on logistics and communications. The change first concerned the beverage industry, then trade/HoReCa, processing and recovery plants and, since the beginning of the year, nearly all Finns. The return rate of refillable beverage bottles in Finland is 98%, and nearly 90% for aluminium cans. Attaining these figures, impressive even by international standards, with a new container that previously was not included in the deposit-refund system and was included with mixed waste, will represent a shared challenge for the entire industry. Solution: Integrated marketing communications to list all the beverage packaging systems that come under the Deposit label, introducing the new PET bottle and giving it the deposit-refund symbol. Reverse vending machines and their surroundings and bottle rooms were supplied with stickers listing the deposit refunds and providing return instructions. Media coverage was started with a front page advertisement in Helsingin Sanomat, the leading national daily newspaper in Finland, and followed by advertising on television. A bottle-shaped information brochure was also distributed as a magazine insert. Following the initial introduction, consumers are encouraged to find out more about the new range of disposable plastic bottles through a competition at the campaign site www.pantilliset.fi and through other web advertising. The campaign continued with cinema, radio and outdoor advertising. Results: By the end of January, 76% of Finns had heard about the new disposable plastic bottle.
