Nestlé Waters North America
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#NotTrash Instagram campaign is first activation between Poland Spring and The Recycling Partnership to help residents recycle more, better
STAMFORD, CT – Less than 30% of plastic bottles are currently recycled in the U.S.And less than half of recyclables in U.S. homes get recycled by consumers. Poland Spring®Brand 100% Natural Spring Water is teaming up with The Recycling Partnership to tackle one of the core reasons for low recycling rates: consumer confusion.
Starting this month, Poland Spring and The Recycling Partnership, a nonprofit organization dedicated to transforming recycling for good in communities across the country, are launching their first Instagram recycling hotline to help to answer the common question, “Can I recycle this?” Consumers can post a photo of the item in question on their Instagram feed or in their stories tagging #NotTrash and @PolandSpringWtr to ask for help. Poland Spring and The Recycling Partnership will get back to them with an answer.
“Consumers are at the heart of everything we do and that means we are constantly listening to them to understand their needs and preferences,” said Yumiko Clevenger-Lee, Vice President and Chief Marketing Officer of Nestlé Waters North America. “What we’re hearing is that consumers are concerned and confused about plastic bottles. So, we’re working on innovations like our recently launched and nationally available Poland Spring ORIGIN in a 100% recycled plastic bottle. And we’re taking it a step further by working with organizations like The Recycling Partnership to help remove some of the confusion about recycling.”
Poland Spring is donating $150,000 to The Recycling Partnership to help improve curbside access to recycling and inspire more Americans to recycle more, better. From August 12 to August 23, in partnership with Z100’s nationally-syndicated “Elvis Duran and the Morning Show,” every time listeners post a photo on Instagram stories or their feed of them recycling an emptied bottle with the cap on or post a question relating to what can be recycled, and tag #NotTrash and @PolandSpringWtr, Nestlé Waters North America will donate an additional dollar per post to The Recycling Partnership up to $25,000. The promotion will air across the radio show’s network of 75 affiliate stations nationwide.
“We are thrilled Poland Spring is joining The Recycling Partnership, and we’re excited about our collaboration on the #NotTrash campaign,” said Keefe Harrison, CEO of The Recycling Partnership. “Consumers play a critical role in reducing waste and improving markets for recyclable materials by recycling properly. Debunking common recycling myths empowers residents to do their part to recycle better, which improves their local recycling programs, helps create a healthier U.S. recycling system, and is good for the planet.”