“Package Less Campus” - for Coca-Cola Europe

Challenge: How can we reduce waste at the VUB by installing new vending machines ?

Idea: Starting from the insight that GEN Z is pro-sustainability but lacks often the motivation to participate actively in recycling, we created the “PRO FLESSOR” campaign.  It’s started with teasing campaigns about “things to know about recycling”. At the start of the academical year we created an event where an actor convinces students to switch towards re-usable cups.  We created also POS materials at the cafeterias to support this habit change.