KitKat calls on Australians to 'Give the Planet a Break'

26 October 2020

Advertiser: Nestle

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Limited-edition bars feature a KitKat-inspired recycling symbol and an explicit call to drop off soft plastic wrappers at REDcycle collection bins.

To encourage and educate Aussies to ‘Give the Planet a Break’ by recycling their soft plastics correctly, KitKat has made the bold move to temporarily replace its logo on the iconic four-finger milk chocolate bar with a call out to recycle in store.

Research commissioned by KitKat shows that one in four people are unaware that they can recycle soft plastics such as chocolate and lolly wrappers, with a further 17% unaware that soft plastics need to be recycled separately from other household recycling.

Supporting industry data reveals the significant impact for soft plastics placed in household kerbside bins. Recyclable soft plastics which make up 20% of the volume of household rubbish bins, ultimately end up in landfill when incorrectly placed in the recycling or rubbish bin.

The limited-edition bars feature a KitKat-inspired recycling symbol and an explicit call to drop off soft plastic wrappers at REDcycle collection bins, located in most major supermarkets.

Dropping off soft plastics to REDcycle not only diverts them from landfill, but means they can be recycled and used as a valuable resource to make useful items such as benches or fences.

The campaign launches with new research commissioned by KitKat, which reveals Australians attitudes and behaviours to recycling soft plastics.

It uncovers that while Australians show a strong desire to recycle correctly, almost half (48%) are getting it wrong.

"KitKat is a brand synonymous with breaks. Together, we want to work with Aussies to help them ‘Give the Planet a Break’ and recycle their soft plastics right," Nestlé head of marketing confectionery Joyce Tan says.

“We know Australians have great intentions when it comes to recycling but our research shows that unfortunately over a third of us (37%) either forget to drop off our soft plastics at the supermarket, say we can’t be bothered to take them back to store, or don’t have anywhere to store them at home.

“In order to encourage everyone to recycle right and drop off their KitKat wrappers and other soft plastics at REDcycle collections bins, we’ve turned our iconic pack into a reminder Aussies can’t miss!

“Putting good reminders or systems in place, like stowing your soft plastics in a reusable shopping bag until you go back to the supermarket, will go a long way to helping you recycle more soft plastics – and give the planet a break.”

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