KitKat drops its logo to encourage Aussies to recycle - Inside FMCG

KitKat drops its logo to encourage Aussies to recycle

KitKat

KitKat has temporarily replaced its logo to encourage Aussies to recycle soft plastics correctly.

The new logo on KitKat’s four-finger bar features the campaign’s tagline ‘Give the Planet a Break’. The packaging also has a KitKat-inspired recycling symbol in the centre and an explicit call to drop off soft plastic wrappers at red recycling collection bins, located in most major supermarkets.

It’s rare to see brands temporarily remove their logo from their hero product.

But Joyce Tan, head of marketing, confectionery at Nestle, says in order to encourage everyone to recycle right and drop off their KitKat wrappers and other soft plastics “we’ve turned our iconic pack into a reminder Aussies can’t miss”.

“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.”

According to a research commissioned by KitKat, 48 per cent of Australians are recycling incorrectly. By doing it correctly, soft plastics can be recycled and used as a resource to make new items.

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