Objective

To increase the recycling rate of small PET bottles

To reinforce consumer awareness of their recyclability

Description

Although Nordic countries have among the highest PET recycling rates globally, small-format bottles (e.g. hip flasks) historically show significantly lower return rates due to on-the-go consumption.

To address this, Altia (now Anora) launched the “Return Me!” campaign, targeting consumers directly. The campaign highlighted that PET bottles are a low-carbon and highly recyclable packaging option when returned through deposit systems.

The campaign was timed for summer months—when outdoor consumption peaks—and deployed across multiple channels including digital outdoor advertising, social media, a dedicated campaign page, and PR outreach. A visible “Return Me!” label was also added to small bottles to prompt behaviour at the point of use.

This initiative supports Anora’s broader circular economy and packaging strategy, which focuses on increasing recyclability, recycled content, and lower-carbon packaging solutions across its portfolio.

Partners

Anora (formerly Alita and Arcus), member of SAJK

Results

Return rate for small PET bottles increased by +8% during the campaign period.

Successfully reached key consumer segments using small-format bottles.

Reinforced awareness of PET recyclability and deposit systems.

Contributed to broader packaging sustainability strategy, including increased use of recycled and lower-carbon packaging formats in subsequent years.

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