Australian states began a can and bottle recycling program, Containers for Change, in 1977. New South Wales came on board in 2017, when TOMRA, the NSW government’s partner began operating the scheme’s Return and Earn reverse vending machines.

The NSW scheme is now entering its eighth summer. Pepsi and Special Australia have refreshed its incentives. From now until November 22 2025, anyone who recycles a Pepsi container at any Return and Earn machine in NSW will have the opportunity to earn an additional $50,000, $10,000, $1000, or $100, on top of the normal 10c refund.

“The Recycling Rethink started with a simple enough question – If you could earn more for recycling a Pepsi, wouldn’t you recycle Pepsi more?” stated Special Australia senior creatives, Alastair Flack & Mark Starmach.

The Pepsi incentives are the culmination of a 3-year journey to find a way to make it happen, working in close collaboration with TOMRA and Exchange For Change who are responsible for the Return and Earn Scheme overall.

Ultimately, the solution came by tapping into a previously overlooked feature inside Return and Earn’s reverse vending machines – a humble barcode scanner.

“Typically, the data recognised by this barcode scanner is only used to validate an eligible container,” Starmach & Flack explained. “But now, whenever an eligible Pepsi barcode is detected, it will also automatically trigger the printing of a special voucher at the end of the recycler’s session, in addition to the normal 10c refund voucher. When the unique QR code on it is scanned, it’ll instantly say if they’ve earned anything extra.”

“This initiative is all about making recycling more enjoyable and rewarding for Australians. By doing so, we aim to reduce waste and boost the supply of recycled plastic,” added Susan Press, marketing director beverages at PepsiCo ANZ.

The initiative is supported by environmentally-friendly bill posters, social, online video, and communications to Return and Earn’s thousands of active recyclers via their email newsletter and official website as well as messaging that now appears incidentally on every Return and Earn machine in NSW.

“We’re chuffed with the seamless integration we’ve achieved with Return and Earn and their machines via TOMRA,” stated Special Australia team lead, Caity Cowper. “I don’t think I’ve ever been so excited about a tiny waiting screen and a paper receipt, but here we are.”

“The Return and Earn machines give us a powerful way to monitor behaviour change. We’re optimistic that they’ll drive not only an increase in the number of Pepsi containers being recycled, but also a broader uplift in recycling overall,” Press commented.

The NSW initiative is being monitored for a potential national rollout.

Credits:
Client: Pepsico ANZ
Marketing Director Beverages: Susan Press
Marketing Manager CSDs: Tom Floyd
Senior Brand Manager CSDs: Maya Birve

Agency: Special Australia
Partners & CEOs: Lindsey Evans & Cade Heyde
Partners & CCOs: Julian Schreiber & Tom Martin
Partner & CSO: Dave Hartmann
Group Creative Director: Max McKeon
Senior Creatives: Mark Starmach and Alastair Flack

Creative Technologist: Laurent Marcus
Team Lead: Caity Cowper and Michelle Braslin
Senior Business Director: Maddie Armstrong
Senior Business Manager: Stephanie Cheung
Strategy Director: Heather Morrison
National Head of Production: Tash Johnson
Integrated Producer: Will Sealey
Production Coordinator: Ada Tuna
Creative Services Manager: Kristie Dagg and Lucy Walker

Production Company: Special Made
Motion Graphics: Rob Summons
CGI & Retouching: Nick Mueller
Editor: Ollie Knocker
Finished Art: Jen Bailey

Music: Mosaic Music & Sound
Media Agency: PHD/Trio
Research Agency: The Live Agency
Return and Earn Scheme partners: Exchange for Change, TOMRA Cleanaway, TOMRA Collection, NSW State Government