Coca-Cola: Tan Bo Shi Tal, It's Worth It To Recycle

Coca-Cola's global World Without Waste commitment aims to collect and recycle the equivalent of every bottle or can it sells by 2030. In Myanmar, the Coca-Cola Foundation had awarded a large grant to non-profit organisations to formalise the recycling ecosystem, but infrastructure alone would not change behaviour.

Coca-Cola needed a local awareness platform that could make recycling meaningful at the household and retailer level, in a market where littering was common and the value of plastic was poorly understood.

Ruder Finn Era began with consumer research to understand how people in Myanmar thought about plastic and waste. The insight that emerged was value: plastic is worth something, and recycling is worth the effort. That became the tagline Tan Bo Shi Tal, It's Worth It To Recycle, and the key messaging behind the platform.

The team developed the logo, the messaging framework and the communications plan, and has continued to execute it as Coca-Cola's retained agency through round tables, press events and tactical campaigns tied to seasonal and corporate occasions. The platform also gave Coca-Cola's consumer brands a credible way to attach themselves to sustainability, as later Max+ activations showed.