Breaking Down Recycling Barriers: Powered by Sonoco

Sonoco, a global leader in packaging, faced a critical challenge in the recycling ecosystem: promoting awareness and the acceptance of recyclable paper cans. Despite their recyclability, composite packaging like paper cans often ends up in landfills due to consumer misconceptions and logistical barriers at municipal recycling facilities (MRFs). The campaign aimed to reshape perceptions, build trust in paper cans as a recyclable option, and drive their acceptance among key audiences:

• Eco-conscious consumers: Individuals eager to make sustainable choices but often unaware of the recyclability of paper cans.
• Brand owners: Businesses striving to align their packaging with sustainability goals.
• Municipal recycling facilities (MRFs): Facilities integrating paper cans into mainstream recycling streams. 

The challenge required a comprehensive approach to educate, engage, and inspire action among these stakeholders, driving widespread adoption of paper cans in recycling programs. 

A Multi-Layered Digital Strategy 

To bring this vision to life, the "Paper Cans Can" campaign was developed and designed to connect with diverse audiences and address misconceptions about paper cans' recyclability. In partnership with Cyberwoven, the campaign included: 

A Distinct Visual Identity 

The campaign's visual identity was vibrant and approachable. Bold, playful colors and a user-friendly layout emphasized accessibility, making recycling education engaging and relatable to all audiences.  

Positive and Memorable Messaging 

Sonoco wanted a simple yet upbeat message; they created "Paper Cans Can," which set the tone for the campaign, underscoring that composite packaging is recyclable. We wrote clear yet impactful phrasing from the name to resonate with consumers and industry professionals, reinforcing the campaign's mission and making the message easy to remember and share.    

Interactive and Educational Website 

Using custom 3D animation, the campaign's website illustrates the recyclability of paper cans. This interactive feature allows users to explore the recyclable components of a paper can, transforming complex recycling processes into an intuitive and engaging experience. The animation simplified technical information, making it accessible and memorable for all audiences. 

A Targeted Promotion Strategy 

A dual-faceted promotional strategy ensured effective audience engagement. Sonoco leveraged industry partnerships and association channels to connect with brand owners and MRFs. We also utilized digital ads to directly reach eco-conscious consumers with tailored messages that directly addressed audience concerns and interests. 

Award-Winning Recognition and Industry Influence

The "Paper Cans Can" campaign made a substantial impact, driving awareness and educating target audiences about the recyclability of paper cans. The creative and strategic efforts paid off with the campaign's recognition as a two-time Gold Davey Award winner and dotCOMM Award recipient in 2024, celebrating its role as an effective and visually compelling sustainability initiative. 

Through dynamic design, relatable messaging, and educational content, the campaign demonstrated the power of clear, engaging storytelling to bridge the gap between technical recycling information and public understanding. 

Sonoco's collaboration with Cyberwoven set a benchmark for future sustainability campaigns, showing how well-crafted communication can lead to meaningful environmental change by inspiring education and action.