#RaceToRefill

The story

When the Commission published its proposal for a Packaging and Packaging Waste Regulation with ambitious reuse targets, PepsiCo came to Bump for a campaign. The aim was to support the PPWR's goals, and the Green Deal more broadly, by broadening the conversation around reuse and refill.

Soda makers such as SodaStream let you refill the same bottle at home for up to three years, with one CO2 canister providing 60 litres — yet under the draft PPWR this did not count as reuse. #RaceToRefill made the case for including the refill-at-home model, through a billboard campaign in EU Quarter metro stations, visuals for digital and in-person outreach, and people-focused video.