The Campaign

Tang Philippines, a trusted brand known for its delicious fruit-flavored powdered beverages, has become more than just a brand of juice drink. With its 2013 campaign, “Handa–Inom-Gawa” (Prepare-Drink-Do), Tang goes beyond the mere concept of refreshing the thirst of the Filipino youth. This movement is a call to action for kid empowerment. In the first phase of this movement, Tang created Project RecyClass, a participation platform that empowered kids to make a difference. This was brought about by the recent findings of an online survey conducted by Tang Philippines that revealed “caring for the environment” as the issue closest to the Filipino kids’ hearts, and recycling, as their means to help. A nationwide kid-led recycling drive, Project Recyclass aims to empower children to encourage people to donate recyclable foil packs that will be used to make plastic school chairs via a technology that is available in the Philippines. These classroom chairs will be donated to selected public schools in the country, aiming to address the lack of them in classrooms. Tang, as a brand, not only took the risk of introducing something new to the world of recycling in the Philippines, but it also achieved its end goal of educating and engaging kids and moms about making a difference. The successful execution of Project RecyClass created buzz and hit the set targets by the brand in terms of public and media support.

The Brief

Project RecyClass aims to: a. Help address land pollution by reducing waste foil packs through a movement that empowers children nationwide to encourage barangays to donate and collect over one (1) million recyclable foil packs to be used to make flood-proof plastic school chairs via a technology that is available in the Philippines b. Donate 10,000 plastic school chairs made out of the recyclable foil packs to selected underprivileged public schools across the country, aiming to supplement the need for them in classrooms. With this recycling drive, Tang will be able to reuse the collected foil-packs, instead of cutting trees

Results

As a result of more than 3 million people engaging with Recyclass, Tang managed to recycle 10 million packs and donate 10,000 plastic school chairs to needy schools. The campaign earned $495K of PR value, and pushed up key brand scores significantly for such a familiar brand. • “Favourite brand of kids” from 76% to 86% • “Brand used most often” from 33% to 44%

Execution

The bulk of the investment was spent on game development, and creating an online gaming hub. Traffic was driven to the site with online display advertising. Working with schools and community centres, the gaming experience was brought life on-ground with motion sensor screens. These events also kick started collection. Awareness for the events was driven by P.R. tie up, social media announcements and a 15 second TVC.

The Situation

In the Philippines, 5.6 million kilos of plastic waste are generated everyday. The waste build up is a serious problem in the Metro Manila, which is considered a health hazard and an eyesore. To address this, Tang created a recycling system that will not just be nice to look at, but will address another problem that’s experienced by kids everyday – the lack of chairs in overpopulated schools.

The Strategy

To drive loyalty and add value, Tang sought to become a truly loved brand that would make moms’ and kids’ aspirations come together. The team knew that sustainability was a new buzzword in creating brand love, but there were doubts about its relevance to kids. Encouraged by previous research that kids want to make a difference, the team formulated a strategy to create an opportunity for kids to show the people that they’re capable of addressing issues that only seem addressable for adults: environmental waste and education. The idea was to recycle school chairs out of foil packs, which will be donated to 100 schools around the nation. The project was dubbed Tang Project RecyClass.