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How can we creatively tell the story of the refill-at-home model in the context of the EU's Packaging and Packaging Waste Regulation?

When the Commission published its proposal for a Packaging and Packaging Waste Regulation with ambitious targets for reuse, PepsiCo reached out to Bump to team up for a new campaign.

PepsiCo’s aim was to support the PPWR’s goals (and those of the EU Green Deal more generally) by broadening the conversation around reuse and refill and showcasing its widely used SodaStream system.

Soda makers, such as PepsiCo’s SodaStream, allow you to refill the same bottle at home for up to three years – with one CO2 canister providing 60 litres of carbonated beverages. However, under the draft PPWR, this is not considered reuse.

This is why in order to meet the PPWR’s reuse targets and the EU’s general decarbonisation goals, we need to consider the refill-at-home model too. Enter #RaceToRefill: a campaign demonstrating the clear approach to reuse and the refill-at-home model in the EU.

The campaign included a billboard advertisement displayed in the EU Quarter metro stations, visuals used in digital and in-person outreach and insightful, people-focused video content. Check out some of the campaign elements below:

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