News//Budgets
If you drink Vöslauer, you recycle
DEMNER, MERLICEK & BERGMANN with a new campaign on the topic of Recycling for Voeslauer. As the clear number 1 in the domestic mineral water market, it is the duty of Voeslauer to lead the beverage industry as a role model.
Even today, Voeslauer bottels consist of over 50% PET. The goal for the coming years is to increase the percentage of recycled material to 66% while reducing the amount of packaging material and weight by 20%. Innovations such as the shortened screw cap already lead to additional material savings of 210 tons per year. To communicate the Recycling-Engagement of Voeslauer, DEMNER, MERLICEK & BERGMANN developed a cross-media campaign with the theme of "If you drink Voeslauer, you recycle”. Birgit Aichinger, Marketing Director at Voeslauer: “Voeslauer consumers are modern, responsible people. Primarily we want to thank them with this campaign and call for even more collection of PET bottles. We want Voeslauer bottles to end up where they belong: In the yellow bin or the yellow bag.” The campaign involves print ads, radio commercials, several online activities as well as interactive Cityligts, where consumers can take pictures of themselves during recycling as part of a promotional game.