BIRRA ICHNUSA
Back for Good
BIRRA ICHNUSA
Back for Good
The green practice of returnable empty bottles is back in fashion in Sardinia
How did we talk about Ichnusa’s commitment for the environment and for Sardinia? With a trend-reversing tale: today, in Sardinia, 7 off-trade empty bottles of Ichnusa out of 10 are returned. This has become a best practice of circular economy in Italy and inspired other brands to follow the same example.
Challenge
Every minute, 33.800 plastic bottles are thrown into the Mediterranean Sea. And 10 kg of plastics per km2 come to the wonderful Sardinian coasts. Ichnusa, the historical Sardinian brewery now part of Heineken family, thought it was time to be a game changer.
The solution: relaunching the practice of returning empty bottles, a sustainable but unfortunately obsolete one. A concrete action for its wonderful land.
Actions
To drive attention on this wonderful story we chose an emotional storytelling. We produced a branded content video with a special main character: a returnable bottle of Ichnusa talking about its own life. We spread it on the media and on social networks. To further confirm Ichnusa’s commitment in a tangible way, its 100 employees, along with 500 volunteers from Legambiente, cleaned 4 Sardinian beaches and recycled over 1000 abandoned plastic bags.
Awards
Best video of the year
