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.
The majority of Australians (80%) show a strong desire to recycle correctly, however almost half the nation (48%) is getting it wrong. 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 Aussies to drop off wrappers at REDcycle collection bins, located in most major Australian supermarkets.
Dropping off soft plastics to REDcycle can not only help divert them from landfill, but means they can be recycled to be used as a valuable resource to make useful items such as benches or fences.
"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," said Nestlé Head of Marketing Confectionery Joyce Tan.
“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,” Tan said.
“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.”