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The Green Line

The Green Line is a visual code of a "cross-brand" product line done from recycled raw materials, identifying to the customers the benefits and possibilities of a responsible and eco-friendly choice at purchase.

Photo of Gustavo Dolabella
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The Green Line would be a "cross-brand" product line done from recycled raw materials, identifying to the customers the benefits and possibilities of a responsible and eco-friendly choice at purchase.
The Green Line is a visual code of a product line done from recycled raw materials, identifying to the customers the benefits and possibilities of a responsible and eco-friendly choice at purchase.

One goal. One world. Multiple brands.
As one of the most influent brands in the world, Coca-Cola is able to head this action and invite other segment's leaders to join this cause. Each participant brand should develop a product line/version following the requirements of the campaign: being green - metaphorically and literally.
The Green Line would be a "cross-brand" initiative, in support of a common need: sustainable consumption.

The red  green bottle and it's impact.
The whole world already knows what "is" and what "is not" Coca-Cola. By changing one of the brand's element the costumer will still understanding the product and will recognize the new information inputed in this specific line, the marketing over this action would be huge and quickly absorved by the customer.
 

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Photo of Meena Kadri
Team

Exciting thinking, Gustavo! I wonder whether there could be ways of using this brand to nudge tangible recycling behaviours? eg. you get discounts on the line if you recycle stuff? What might the process for something like that be? Looking forward to further thoughts from you and your team about how you might inject some behaviour change nudges to this exciting idea...

Photo of Gustavo Dolabella
Team

Hi Meena,
I'm glad you appreciated the idea.
At first I thought about "educate" the customer through a responsable purchase and generate a demand for recycled goods, which would invite even more brands for this case.
But you got a point: we should work on this part. My very first insight came from "Marc Jacobs' Pop Up Tweet Shop", are you familiar with it? What if we propose customers to pay for those products with plastic bottles and others to be recycled?

Photo of DeletedUser
Team

DeletedUser

I like your idea of people could get discounts on the line if they recycle stuff. This is a good way to encourage and appeal other people to participate in recycling.

Photo of Fei Xin
Team

I agree with your point. It is really can help people have a good recycling habits. I am looking forward to hear more informations about that.