To promote the launch of the Seda Recarga Natural haircare line, Unilever Brazil installed a shampoo bottle recycling station in a Sao Pãulo subway station. In collaboration with J. Walter Thompson Brazil and WWF-Brazil, Unilever Brazil gave out cell phone credits and bonuses in exchange for the used shampoo bottles.
The old bottles contributed to the efforts of WWF and the interactive initiative was devised by JWT. This advertising campaign not only provided an excellent opportunity to engage with their target eco-conscious consumers, it also allowed them to make a positive environmental impact. The recycling station will be in effect for the month of October at Republica station and will provide credits for carriers including Vivo, TIM, OI and Claro.