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Coca-Cola Transforms Its Logo Into Directional Signs Pointing To Recycling Bins
By Mikelle Leow, 03 Jun 2019
Image via attilavalentina / Shutterstock.com
Coca-Cola wants its drinkers to taste the feeling of acting consciously for the environment. It’s turned its logo into wayfinding signs in Europe in hopes that the added clarity would encourage more people to toss their disposable bottles and cans in recycling bins.
The campaign was spearheaded by advertising and public relations agency Publicis Italy, and has Coca-Cola’s signature ribbon transformed into an arm that points people directly to the nearest recycling bins.
Here, the company minimizes its wordmark, bringing its swirl to the forefront with the full confidence that drinkers will recognize its quintessential silhouette and the brand’s red and white palette.
The signs have popped up in Central and Eastern Europe, in addition to making an appearance at Coca-Cola’s ongoing annual music fest in Bulgaria, Happy Energy Tour. The event boasted 200,000 festival-goers in 2018, and thus far, about 85-percent of cans have been collected in recycling bins identified by the new wayfinding signage. Publicis Italy points out that this is a significant increase from last year.
The signs were created following research that people would actively do their part in upkeeping Earth if they knew where to locate recycling bins. As such, the billboards were also placed in highly visible spots where more passersby are expected.
[via Ad Age, images via various sources]
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