Pepsi steps up efforts to raise awareness about beverage can recycling

By Paul Ploumis (ScrapMonster Author)

April 04, 2016 10:14:34 AM

SEATTLE (Scrap Monster): Soft drinks major Pepsi has announced new plans to take its 'every can counts' campaign to a new level in Austria. The campaign titled ‘jede Dose zaehlt’ was introduced in the country during 2010 and has been running successfully since then. The enhancements to the current campaign aim to raise awareness about beverage can recycling among customers, especially among the youth of the country.

Throughout the past six years, the campaign has played a significant role in motivating customers in Austria to collect and recycle empty beverage cans in an environment-friendly way. As part of the newly announced changes, the logo of "jede Dose zaehlt" will be featured on the cans. Also, all Pepsi cans as well as 7-up cans will have the emblem “please recycle” imprinted on them. The company also plans to launch special campaigns to motivate young people to collect beverage cans for recycling, especially during festivals and sports events.

Dorothea Junk, founder of the Austrian initiative, welcomed the active commitment of Pepsi Cola: “Jede Dose zaehlt has been engaged for seven years in motivating Austrians to recycle beverage cans properly. Because every can, whether made from aluminium or tinplate, is 100% recyclable and can be reused infinitely. It is the most recycled beverage container worldwide. Practical, space-saving, and environmentally friendly. We are overjoyed that Pepsi Cola actively shares and supports our initiative and has agreed to become the first beverage company in Austria to print our logo on its products.”

The Austrian version of Every Can Counts began in 2010 to encourage young people to become “Green Messengers” for drinks can recycling. This included a team of Can Riders going along to outdoor events and grabbing their attention by staging their own “can crush” dance routine.

Pepsi Cola has now become the first brand to feature the “please recycle” emblem of a major European can recycling initiative.