"You know Sure won't let you down, but not enough people know they can recycle the cans. Mullenlowe shared our vision in creating awareness of the opportunity to recycle aerosol cans and designed a world first Twitter campaign. Through the use of the world's first recyclable tweet, the campaign demonstrates Sure's cans can be infinitely recycled."
"From gym bags to handbags, bathroom cabinets to desk drawers; look in any of them and you'll probably find a can of Sure. It is a product that all of us use daily. However, despite the fact that Sure aerosols are recyclable many of us forget to recycle our cans after finishing them. #RTtoRecycle is, therefore, more than a digital-first - it's a necessary reminder that Sure can form part of a sustainable lifestyle."
A partnership with Twitter launches an activation that begins with a tweet of "Sure can" which, when retweeted, reveals a reimagined aluminium item. Retweet chains reveal the infinite objects Sure cans can be recycled into, from wheels and water bottles to hoops, hurdles, golf clubs and walking frames. The activation confronts packaging waste and emphasizes the importance of recycling aerosol cans. MullenLowe led creative and strategy, Weber Shandwick handled influencer marketing and Mindshare managed the UK media launch. The initiative uses #RTtoRecycle to remind and encourage consumers to recycle finished aerosol cans as part of a sustainable lifestyle.
Read at The Drum
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