File number XY, Operation Bottle
Recycling PRS and SFLB launch a major manhunt. They are hunting for pet bottles worth 120 million francs.
Recycling PRS and SFLB launch a major manhunt. They are hunting for pet bottles worth 120 million francs.
It was not a meteorite, but the insufficient collection rate that spelled the death knell for the blue dinosaur of the Pet Recycling Switzerland (PRS) association. "The message we now have to get across requires a completely new approach," says Jean-Claude Würmli, Head of Marketing at PRS. The advertising dinosaur has succeeded in increasing the recycling rate to 71% - compared to just 30% in the EU. However, its pedagogy could not keep up with the rapid growth in sales. 45800 tons in sales ...
A record-breaking 90 percent of all large, empty pet beverage bottles from home consumption are taken to the collection point. However, the collection discipline of consumers leaves a lot to be desired when it comes to half and third-liter bottles, which have increased significantly due to their convenience properties. Because only around half of these containers find their way back into recycling, the PRS feels compelled to open new collection points. A study by the association showed that where there are pet containers, the empty bottles also end up in the designated place. Since the beginning of 2004, the collection point network has therefore been growing by around 50 new points every week.
But that is not enough, Würmli admits. 21,000 pet collection points should be available by the end of the year; primarily at the
Sales outlets that are legally obliged to take back bottles. But the time pressure is growing: the Federal Office for the Environment, Forests and Landscape is insisting on compliance with the Beverage Packaging Ordinance and is threatening to introduce a bottle deposit, which would cost the whole of Switzerland 120 million francs.
... and just under 32500 collected
To highlight the seriousness of the situation - 1840 tons are missing - the agency Spillmann Felser Leo Burnett (SFLB) launched a search for every incorrectly disposed pet bottle on behalf of the PRS.
The search is receiving professional support from former "Aktenzeichen XY" presenter Konrad Toenz. In three TV commercials based on the earlier XY shows, Toenz calls on the public to help. For example, in the search for a 1.5-liter pet bottle that has been missing for two years. Or: "A green drinks bottle, about 23 centimetres high, which was last seen in the canton of Schwyz above Rickenbach on the Vita course," Toenz says in a meaningful tone. The campaign is reinforced by wanted posters showing relevant images of various Pet bottles in the style of police identification photos.
With this ironic appeal, those responsible want to encourage consumers to join in and positively influence their attitude. And what better way to do this than by searching for every single Pet bottle. After all, every bottle is important, says Würmli.
Pet on the wanted list: Former "Aktenzeichen XY" man Konrad Toenz calls for recycling in ironic commercials.
Luca Aloisi
It was not a meteorite, but the insufficient collection rate that spelled the death knell for the blue dinosaur of the Pet Recycling Switzerland (PRS) association. "The message we now have to get across requires a completely new approach," says Jean-Claude Würmli, Head of Marketing at PRS. The advertising dinosaur has succeeded in increasing the recycling rate to 71% - compared to just 30% in the EU. However, its pedagogy could not keep up with the rapid growth in sales. 45800 tons in sales ...
A record-breaking 90 percent of all large, empty pet beverage bottles from home consumption are taken to the collection point. However, the collection discipline of consumers leaves a lot to be desired when it comes to half and third-liter bottles, which have increased significantly due to their convenience properties. Because only around half of these containers find their way back into recycling, the PRS feels compelled to open new collection points. A study by the association showed that where there are pet containers, the empty bottles also end up in the designated place. Since the beginning of 2004, the collection point network has therefore been growing by around 50 new points every week.
But that is not enough, Würmli admits. 21,000 pet collection points should be available by the end of the year; primarily at the
Sales outlets that are legally obliged to take back bottles. But the time pressure is growing: the Federal Office for the Environment, Forests and Landscape is insisting on compliance with the Beverage Packaging Ordinance and is threatening to introduce a bottle deposit, which would cost the whole of Switzerland 120 million francs.
... and just under 32500 collected
To highlight the seriousness of the situation - 1840 tons are missing - the agency Spillmann Felser Leo Burnett (SFLB) launched a search for every incorrectly disposed pet bottle on behalf of the PRS.
The search is receiving professional support from former "Aktenzeichen XY" presenter Konrad Toenz. In three TV commercials based on the earlier XY shows, Toenz calls on the public to help. For example, in the search for a 1.5-liter pet bottle that has been missing for two years. Or: "A green drinks bottle, about 23 centimetres high, which was last seen in the canton of Schwyz above Rickenbach on the Vita course," Toenz says in a meaningful tone. The campaign is reinforced by wanted posters showing relevant images of various Pet bottles in the style of police identification photos.
With this ironic appeal, those responsible want to encourage consumers to join in and positively influence their attitude. And what better way to do this than by searching for every single Pet bottle. After all, every bottle is important, says Würmli.
Pet on the wanted list: Former "Aktenzeichen XY" man Konrad Toenz calls for recycling in ironic commercials.
Luca Aloisi
