They arrive in the dark, drive up in mysterious vans and wear hooded shirts to conceal their faces: Rossmann stages a garbage can swap in its new advertising film like an agent mission. Partner in crime is the Berlin agency The Goodwins.
Suddenly, the yellow recycling garbage can disappears and is replaced by the night-time helpers with a gold version. “Plastic is not garbage” is the slogan for the night and fog campaign. Rossmann's advertising partner, The Goodwins, is making a big splash with the new campaign - with a pointing finger message.
To coincide with Global Recycling Day, the start of the campaign, the drugstore chain Rossmann and its agency want to call on consumers to use plastics responsibly. Of course, avoiding waste should remain the top priority. However, the retail chain, which likes to present itself as environmentally conscious, wants to communicate the fact that 41% of Rossmann brand packaging is already made from recycled plastic. The aim is to increase this proportion to 45 percent this year. This is why plastic should end up in the golden garbage can - because it can be a valuable raw material.
Berlin-based creative agency The Goodwins, which also works for Denns BioMarkt and NGOs such as SOS Children's Villages and HateAid, has created an attention-grabbing campaign for Rossmann: The focus is on a video - with TikTok creator Levi Penell as the main actor. He swaps the yellow garbage can for the gold garbage can - and delivers a gold copy directly to a Rossmann store.
Penell currently has around 570,000 followers, who he also confronts with the topic of waste separation via social media. Rossmann and The Goodwin are themselves relying on social media placement for the campaign. Ad motifs with “golden” product packaging are also used. The advertising campaign is flanked by PR measures relating to recycling topics.