Dive Brief:

• PepsiCo Recycling, the beverage giant's recycling solutions program launched in 2010, and a number of PepsiCo beverage brands are collaborating as part of the #RecycleAtHome campaign to promote recycling and environmental sustainability, according to details emailed to Marketing Dive.
• The content shared during the campaign will highlight recycling facts and other sustainability content. KeVita, Lipton, Izze, PureLeaf, Naked Juice and bubly each shared the campaign materials across their Twitter feeds on Nov. 15, the company said. Consumers who respond to the question of "Why do you recycle at home?" will be entered to win a cash prize, per the details shared with Marketing Dive.
• The push is part of PepsiCo's commitments to design 100% of packaging to be recyclable, compostable or biodegradable, and increase recycled content in all of its plastic packaging to 25% by 2025, per the company.

Dive Insight:

PepsiCo's latest sustainability campaign is notable because this is the first time that all of these brands are engaging with consumers about the issue simultaneously and using the PepsiCo Recycling platform to do so. PepsiCo Recycling is focused on bringing recycling solutions to universities, schools, gas stations and retail locations. 

The unified push on social media and $5,000 cash prize could engage more consumers and raise awareness of 10-year-old PepsiCo Recycling, at a time when a growing number of organizations are upping their commitment to sustainability issues. Besides the prize, the campaign aims to give consumers practical steps for adding recycling into their routines, especially as they spend more time at home, the company said.

PepsiCo's purpose-driven marketing approach across the organization has made it a leader in the marketing space. The company has previously incorporated sustainable agriculture, water stewardship, virgin plastics reduction and harmful ingredients into its future plans. Its marketing strategy, as evidenced by this campaign, will also be socially and politically conscious. Going forward, incorporating environmental sustainability into their marketing strategy could be crucial for brands to gain favor with consumers, particularly among millennial and Gen Z consumers.

PepsiCo stands alongside other brands that have also created sustainability-themed campaigns this year. For the launch of its new Coors Seltzer brand, MolsonCoors pledged to support projects that will protect 87 million gallons — the amount of hard seltzer the company says was consumed over the summer — of water. In an ad push, Procter & Gamble detergent brand Cascade promoted water conservation by encouraging consumers to run the dishwasher instead of hand washing.