Coke rival towers over Kings Cross sign

By AdNews | 1 April 2024

A Sydney based start-up, Refilled, on a mission to eliminate 100 million plastic bottles from landfill, has erected a billboard in front of the famous Coke Sign in Sydney's Kings Cross.

Refilled is challenging soft drink brands by selling still and sparkling flavoured drinks from plastic free smart drinks dispenser The Refiller, which can now be found in Google’s HQ and other offices in Sydney.

As a company with $3 million in funding, not billions in annual revenue, the sign is proportionately startup sized.

The billboard appears to tower over the Sydney sign, with no photoshop editing, but it is only a few centimetres tall, sourced from model train site Australian Modeller.

refilled cola small supplied march 2024“The Coke sign is a Sydney icon, and I can’t think of a better location to launch our delicious new cola flavour," said Refilled CEO and founder, Ryan Nelson.

"Not many startups can get a billboard ad in Kings Cross, but we took a close look at the budget and decided it was worth the $60 bucks. Not only does it look great towering over the Coke sign, it fits neatly in my pocket too.

“Every year, Australians buy hundreds of millions of soft drinks sold in single use plastic bottles. Virtually all of them end up in landfill or in the environment.

"Our Refiller is a plastic free alternative for people who carry a reusable bottle. So far, Refilled has prevented more than 50,000 plastic bottles from going to landfill. We’re on the way to eliminating 100 million plastic bottles by 2030. Only 99,950,000 to go."

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