Working closely with TOMRA (the NSW Government’s partner responsible for operating Return and Earn reverse vending machines), Pepsi with Special Australia has unveiled ‘The Recycling Rethink’, an initiative to dramatically incentivise the recycling of their bottles and cans.
From now until November 22, 2025, anyone who recycles a Pepsi container at any Return and Earn machine in NSW will have the opportunity to earn an additional $50,000, $10,000, $1000, or $100, on top of the normal 10c refund.
“’The Recycling Rethink’ started with a simple enough question: If you could earn more for recycling a Pepsi, wouldn’t you recycle Pepsi more?” said Alastair Flack and Mark Starmach, from Special Australia.
Thus began a three year journey for Pepsi to find a way to make it happen, working in close collaboration with TOMRA and Exchange For Change who are responsible for the Return and Earn Scheme overall.
Ultimately, the solution came by tapping into a previously overlooked feature inside Return and Earn’s reverse vending machines—a humble barcode scanner.
“Typically, the data recognised by this barcode scanner is only used to validate an eligible container,” said Starmach and Flack. “But now, whenever an eligible Pepsi barcode is detected, it will also automatically trigger the printing of a special voucher at the end of the recycler’s session, in addition to the normal 10c refund voucher. When the unique QR code on it is scanned, it’ll instantly say if they’ve earned anything extra.”
“This initiative is all about making recycling more enjoyable and rewarding for Australians. By doing so, we aim to reduce waste and boost the supply of recycled plastic,” said Susan Press, marketing director beverages at PepsiCo ANZ.
The initiative is supported by environmentally-friendly bill posters, social, online video, and communications to Return and Earn’s thousands of active recyclers via their email newsletter and official website—not to mention the messaging that now appears incidentally on every Return and Earn machine in NSW.
“We’re chuffed with the seamless integration we’ve achieved with Return and Earn and their machines via TOMRA,” commented Caity Cowper from Special Australia. “I don’t think I’ve ever been so excited about a tiny waiting screen and a paper receipt, but here we are.”
“The Return and Earn machines give us a powerful way to monitor behaviour change. We’re optimistic that they’ll drive not only an increase in the number of Pepsi containers being recycled, but also a broader uplift in recycling overall,” added Press.
“This initiative is running across NSW, and we’re excited to see how it performs. If successful, we’d love to see it rolled out nationally to make an even bigger impact.”
Credits:
Client: Pepsico
PepsiCo ANZ Marketing Director Beverages: Susan Press
PepsiCo ANZ Marketing Manager CSDs: Tom Floyd
PepsiCo ANZ Senior Brand Manager CSDs: Maya Birve
Agency: Special Australia
Partners/CEO: Lindsey Evans & Cade Heyde
Partners/CCO: Julian Schreiber & Tom Martin
Partner/CSO: Dave Hartmann
Group Creative Director: Max McKeon
Senior Creatives: Mark Starmach and Alastair Flack
Creative Technologist: Laurent Marcus
Team Lead: Caity Cowper and Michelle Braslin
Senior Business Director: Maddie Armstrong
Senior Business Manager: Stephanie Cheung
Strategy Director: Heather Morrison
National Head of Production: Tash Johnson
Integrated Producer: Will Sealey
Production Coordinator: Ada Tuna
Creative Services Manager: Kristie Dagg and Lucy Walker
Production Co: Special Made
Motion Graphics: Rob Summons
CGI / Retouching: Nick Mueller
Editor: Ollie Knocker
Finished Art: Jen Bailey
Music: Mosaic Music & Sound
Media Agency: PHD/Trio
Planning Manager: Grace Parsons
Media Implementation Account Director: Mikeah Irving
Media Implementation Account Executive: Tasnia Sheikh
Media Implementation Account Manager: George Grigoriou
Media Implementation Account Executive: Anna Wiebe
Media Implementation Account Director: Agne Staraite
The Live Agency
Return and Earn Scheme partners
Exchange for Change
TOMRA Cleanaway
TOMRA Collection
NSW State Government
