Kronenbourg Runs ''Recycle and Win'' Campaign at Music Festivals to Change Consumer Behavior

Carlsberg Case Stories | Sustainability in Action

Engaging festival-goers to increase recycling

The French brewer Kronenbourg, part of the Carlsberg Group, engages consumers in recycling efforts at music festivals in order to reduce the amount of branded waste.

Instead of running traditional awareness campaigns, the company uses gamification and technology to make recycling more fun and interesting. Machines are installed for depositing empty cans, plastic bottles, and plastic cups bought at festivals. Instead of consumers simply receiving money by returning their empties, a slot machine-like system gives them the possibility to win a "jackpot".

If three similar symbols line up, consumers can choose between receiving a gift or contributing the value of the gift (on average 50 cents) to the Kronenbourg Foundation, which donates the amount to a recycling awareness project. 

Some lucky festival-goers also win tickets to next year’s festival.