KitKat has temporarily updated its Australian packaging, replacing the four-finger chocolate bar’s usual logo with a KitKat-inspired recycling symbol.
The chocolate company has also added a new call to action on the wrapper, with the ‘Give the planet a break’ branding encouraging the use of soft-plastic recycling.
The move to the temporary new logo comes off the back of research commissioned by KitKat that found 48% of Australians are recycling incorrectly, despite 80% showing a strong desire to do the right thing.
In fact, 25% of Aussies are unaware that soft plastics like chocolate and lolly wrappers can be recycled at Red Cycle collection bins, while another 17% know soft plastics can be recycled but aren’t separating them from other recycling.
The new limited-edition KitKat chocolate bars point directly to Red Cycle collection bins, located at most Australian supermarkets.
The bins not only help divert soft plastics from landfill, but helps them get recycled to be used as a resource to make useful items such as benches or fences.
Nestlé’s head of marketing confectionary, Joyce Tan, said the campaign is about helping Australians convert good intentions into actions.
“KitKat is a brand synonymous with breaks. Together, we want to work with Aussies to help them ‘Give the Planet a Break’ and recycle their soft plastics right,” Tan said.
“We know Australians have great intentions when it comes to recycling but our research shows that unfortunately over a third of us (37%) either forget to drop off our soft plastics at the supermarket, say we can’t be bothered to take them back to store, or don’t have anywhere to store them at home.
“In order to encourage everyone to recycle right and drop off their KitKat wrappers and other soft plastics at REDcycle collections bins, we’ve turned our iconic pack into a reminder Aussies can’t miss!
“Putting good reminders or systems in place, like stowing your soft plastics in a reusable shopping bag until you go back to the supermarket, will go a long way to helping you recycle more soft plastics – and give the planet a break.”