The short lifespan of the returnable glass bottles (RGB) is an issue the beer industry is experiencing. This is mainly due to the lack of information and communication regarding the benefits for nature when the RGB are returned. On the other hand, there is lack of gradual logistics process, which can assist the solving of this issue. The “return the Bottle” campaign aims at engaging consumers to return RGB and thus save resources coming from production of new bottles and aims at decreasing CO2 emissions. The initiative has serious ambitions, and since its start until the end of 2023, has improved the correlation between launched on the market/returned bottles by 18%, as well as the perception of ZAGORKA as a socially responsible company. In campaign are engaged 9000 outlets via UBB.

Main target group 18-49. Aim is to remind of a habit a bit forgotten – to return the bottles, but also to attract the attention to the creation of a new habit to do that. The initiative is started by ZAGORKA, aiming at long term solution to the problem and with thought of sparing more resources. It is proposed to the rest of the UBB members in order for all to unite around it. This leads to the creation of a universal symbol and message on labels of the PGB of the UBB members.

Main driver of the campaign was ZAGORKA, by starting with TV, digital and radio spots in May 2023. As continuation, in its PR part, the campaign was fully managed by UBB with the development of special materials for the outlets part of the initiative, playbook, and useful information. “Return the Bottle” campaign has long term targets as is set to continue in 2024.

Main parameter in the selection of communications channels was the level of engagement of the consumers. In order to reach people, for whom “Return the Bottle” campaign matters, selected were not simply mass media channels, but also media partners, for whom the topic of “sustainability” is part of their corporate values and the content they create. TV was the main channel, which allows coverage of maximum audience for a relatively short period of time. The two main TV groups identified with the campaign and supported it with interesting implementation of the idea in their content. With the digital channels the approach for planning the video content was holistic, which lead to better coverage regarding people, who do not watch TV regularly. The campaign was upgraded with the inclusion of radio, for reaching maximum effectiveness of the frequency of the message. In order to reach consumers via all channels, the united endeavors with UBB via PR campaign and launch event, the employee engagement with dispersion of materials at the trade outlets which to become part of the campaign, contributed to the 360-degree communication.

Increase with the awareness to the issue of the Zagorka brand – from 50.1 points in Q2 2022 to 55.6 points in Q2 2023. The results indicate, that despite the shot campaign term – a month, the creative approach was recognized and the communication made an impact. Influence over the perception of ZAGORKA as a socially responsible company – achieved increase in image indicator “care for society” over previous period. The campaign manages to overcome the challenge of the short communication period and increases for ZAGORKA the image indicator “care for society” by +2=2 points. In this key indicator, it was important for the company to not only protect, but also to upgrade its existing image of a socially responsible company.