KitKat changes iconic packaging for a good cause
Starting from today, the iconic KitKat bar would be looking a little different after it uncovered a shocking statistic about Aussie consumers.
The milk chocolate bar featured on the front of its packaging will be temporarily replaced with a recycling symbol.
It comes after a study commissioned by the company discovered that despite 80 per cent of the population want to recycle, nearly half the population don’t know how.
The new campaign, “Give the Planet a Break” is to help encourage Australians to recycle their soft plastics correctly.
The results from the study revealed one in four people are unaware that they can recycle soft plastics such as chocolate and lolly wrappers, with a further 17 per cent unaware that soft plastics need to be recycled separately from other household recycling.
General Manager of Nestle Confectionary Chis O’Donnell spoke to news.com.au pointing out that it’s not a common occurrence for brands to temporarily remove their logo from their hero product.
“However, recycling soft plastics correctly is something KitKat is committed to, which is why for the first time we’ve turned our iconic pack into a reminder that can’t be missed,” Mr O’Donnell said.
While the research revealed that Aussies have great intentions when it comes to recycling, there’s still more than a third (37 per cent) who aren’t confident when recycling soft plastics such as lolly and chips packets at home.
“So we hope this bold move gives people the confidence and understanding to recycle their soft plastics correctly and help ‘Give The Planet a Break’,” head of marketing confectionery Joyce Tan said.
She said it’s important for people to keep a reminder in place, like stowing your soft plastics in a reusable shopping bag until you go back to the supermarket.
“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.”
Supporting industry data reveals recyclable soft plastics which make up 20 per cent of the volume of household rubbish bins, ultimately end up in landfill when incorrectly placed in the recycling or rubbish bin.
The chocolate bar will help promote the initiative of throwing wrappers at REDcycle collection bins which will be found in most major supermarkets around the country.
“Dropping off soft plastics to REDcycle cannot 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,” Ms Tan said.