USP Partner designed a rigorously sustainable live marketing campaign to mark the launch of Valser’s innovative packaging. With this innovation, Valser continued to build on its role as a sustainability pioneer by becoming the first Swiss mineral water company to use exclusively PET bottles made from 100% recycled material (rPET). “Schön dich wieder z’gseh – nice to see you again” was the apt slogan on the label of the new Valser bottles.
Valser Recycling Challenge
USP developed a unique road show through the five biggest cities to mark the launch campaign of the innovative packaging. Among other places, the show stopped off at the Bundesplatz in Bern and the Barfüsserplatz in Basel, where marketing drives are usually prohibited. At the heart of the campaign was a four-metre scaled model of the original Valser bottle, made entirely of sustainable or recyclable materials.
Swiss citizens were encouraged to toss their old PET bottles into this towering replica in the form of a recycling point. These old bottles were then completely recycled and re-released as new and old rPET bottles (PET bottles made of 100% recycled material) for Valser – entirely in keeping with the slogan “Nice to see you again!”
Two-stage activation with 2-for-1 voucher
A matching special offer accompanied the live marketing promotion. Consumers were given a 2-for-1 voucher for their next bottle of Valser water, which they could redeem by handing in a PET bottle at a COOP branch in Switzerland. In addition, the USP promoter team used the project as a welcome opportunity to inform consumers about the benefits of recycling and rPET.
Briefing
Topical and high-impact activation to raise awareness for the innovative packaging, draw attention to the importance of recycling and how easy it is to make a small but important contribution to greater sustainability
Solution
“Schön di wieder z’gseh – nice to see you again!”: Return your old PET bottle and give it a new lease of life as a recycled PET bottle (rPET) for Valser.
Result
A mountain of collected PET bottles, countless informed consumers and double-digit voucher redemption quotas with Coop!