Kompania Piwowarska encourages to redeem returnable bottles within the new “Efekt1butelki” campaign
Returnable glass is most eco-friendly when it ends up being refilled. Throwing returnable bottles away is a waste of this valuable material. Kompania Piwowarska uses its new educational campaign to draw attention to this problem and encourages consumers to redeem returnable bottles, convincing them that every bottle matters.
Returnable bottles constitute one of the most environmentally friendly types of packaging, and Kompania Piwowarska sells approx. 45% of its beer in them every year. Returnable bottles can be refilled up to 20 times, providing that they are redeemed and return to the brewery. However, every year about 110 m bottles a year do not return, which means that new ones must be bought to replace them. It leads to unnecessary consumption of raw materials used for production of glass, additional CO₂ emissions and more glass waste.
The goal of the educational campaign called Efekt1butelki is to draw people’s attention to this problem and make them realize that every returned bottle matters. The leader of the beer industry in Poland once again encourages consumers to properly utilise reusable packaging for the sake of the environment.
Within the framework of the campaign, the company engaged micro and nano-influencers, who will be promoting redemption of returnable bottles, as well as Malwina Wędzikowska and Vienio, who will show what the whole process looks like. For the purpose of the campaign, #efekt1butelki was generated for all communication on the company’s social media. The campaign will be accompanied by educational activities addressed to the employees of Kompania Piwowarska.
– Within the framework of the Efekt1butelki campaign, we once again draw attention to the problem of returnable bottles not being returned. There are a few reasons for that. First of all, it is the lack of social awareness and consistent education in that area. By choosing beer in glass bottles, consumers are convinced that the packaging is eco-friendly. They are right, but just partially. It is important what they are going to do with this packaging. Our current activities communicate that the best solution for glass bottles is to return them and reintroduce into circulation – says Grzegorz Adamski, Sustainable Development Manager at Kompania Piwowarska.
– Returnable glass bottles are a model example of environmentally friendly packaging. Not only are they reusable, but also the raw material they are made of is called eternal, as it stays in circulation basically without limitations. When a bottle is introduced to the market, every time it returns to the manufacturer to be refilled, it minimizes the consumption of resources necessary to produce new packaging or recycle the bottle - emphasizes Agata Szczotka – Sarna, Sustainable Development Director at Interseroh Organizacja Odzysku Opakowań.
The partner of the projects is Interseroh. The campaign concept and execution are delivered by 38 Content Communication, influencer activities are carried out by BrandLift.