Agency: Promarket Group
Campaign: Coca-Cola Recycle Pop-Up Store
Client: The Coca-Cola Company Israel
In 2010, the Israeli Ministry of Environmental Protection launched an advertising campaign to promote environmental awareness. Shortly thereafter, Coca-Cola Israel launched its own program designed to create a positive change in attitudes toward the environment and recycling through the establishment of a recycling store.
At The Station Compound in Tel Aviv, a restored historical site and busy location, the first Recycling Store in Israel was opened and operated for 13 days, from April 14 – 26.
Several months before the launch, Coke employees were asked to save any trash at their workplace that could be recycled. The walls were built from more that 24,000 cans, 14,000 bottles and 700 cartons. Visitors were invited to bring used cans and glass and plastic bottles. For each used item they brought, they received money they could spend in the store.
Upon entering, visitors were greeted with a sign that reminded them that their personal experience doesn’t end with the drink because, when they recycle, they’re doing something good for themselves and the environment.
A conveyor belt at the entrance transported their returnables to the recycling machine. The conveyor passed through several stations. At each station, a sign explained the stages in the recycling process along with animated films to hold their interest.
Inside, visitors found Coca-Cola branded products, including bags, jewelry, t-shirts, hats, home décor and daily use items. Independent artists working with recycled materials offered their work for sale, including kits for assembling paper dolls made from recycled cartons. In exchange for a newspaper advertisement, Coca-Cola offered an artist who works with recycled paper the opportunity to set-up a workshop in the store compound, where he could produce items made from recycled paper and newspapers.
An exhibition of jewelry made from Coca-Cola products was featured, including a video presentation and art made from Coca-Cola bottle caps. A special line of cans was designed for the store.
The store operated for 13 days and received 50,000 visitors, while four pop-up stores in other parts of the country generated 30,000 additional visitors. Approximately two-thirds of the products were sold, generating NIS 350,000 (roughly $102,579). Many of the Coca-Cola branded products sold out after one week. After the breakdown of the store, all structural and store materials were sent to a recycling plant.