In a striking departure from one of the world’s most recognizable brand visuals, Coca-Cola has taken the bold step of “crushing” its own logo to spotlight a critical environmental mission: recycling. The campaign, titled Recycle Me, launched in Argentina in May 2025, is part of Coca-Cola’s broader sustainability commitment to collect and recycle one bottle or can for every one it sells by 2030.
With 94% global logo recognition, Coca-Cola’s brand identity is one of the most powerful in the world. Leveraging that influence, the new campaign disrupts the company's famously rigid branding rules by intentionally distorting the Coca-Cola logo. The crushed design mimics a used can, delivering a visual jolt that encourages consumers to take immediate, conscious action—recycle.
“This is not just another awareness campaign,” said a representative from Ogilvy Argentina, the creative agency behind the work. “It’s a deliberate break from tradition, using one of the most iconic logos on the planet to send an unmistakable message: every can matters.”
The Recycle Me campaign spans multiple media channels and includes print, outdoor, digital, and social activations. Each piece features a visually crumpled Coca-Cola can with the warped logo front and center, challenging viewers to rethink their daily consumption habits. By visually disrupting something so familiar, the campaign captures attention and drives home the urgency of sustainable action.
This marks one of the first times Coca-Cola has significantly altered its visual identity for a global cause. “By intentionally breaking our strict brand guidelines, we’re hoping to spark a bigger conversation about responsibility,” said a spokesperson from Coca-Cola’s sustainability team. “The message is simple but powerful: once you've enjoyed the drink, give the can a second life.”
As climate concerns and consumer demand for sustainable practices continue to grow, brands are increasingly expected to act—and be seen acting—with purpose. With Recycle Me, Coca-Cola not only delivers a compelling call to action but also demonstrates the power of self-disruption for the sake of the planet.
By 2030, the company hopes its recycling efforts will become as iconic as its red-and-white script. If this campaign is any indication, that vision is well within reach.
