Under the slogan ‘Nothing tastes better than a 100% recycled bottle’, PepsiCo developed an advertising campaign with dynamic creative on the screens of Callao City Lights to communicate its environmental commitment: the use of 100% recycled and recyclable plastic bottles (rPET) across its entire range by 2021.

The outdoor advertising strategy featured a dynamic creative in which a real-time counter showing the number of 100% recycled bottles produced by the brand in Spain was shown on screen to the audience in Plaza del Callao and Gran Vía. In addition, the brand included a wish to be fulfilled as a general appeal: “I hope that all soft drinks will soon be recycled”.

In this way, the brand makes Spain the company’s first market in the world to launch the new recycled plastic bottle. A more sustainable production and better management of the planet’s resources, with the aim of increasing consumer awareness about caring for the planet.

The outdoor advertising screens of Callao City Lights showed, between 7 and 13 June 2021, the strategy created for PepsiCo by El Ruso de Rocky and managed by OMD. As a result, the campaign exceeded 2.2 million advertising impacts and reached more than 1 million unique users. In this way, the brand reinforced its social responsibility, raising awareness among users passing through Plaza del Callao and Gran Vía in Madrid of the importance of caring for the planet and the use of 100% recycled packaging.