ECOVER
THE REFILLERY
BRIEF
The planet is in crisis and plastic is public enemy number one. We’re sure you, just like us, get a little dopamine hit out of ‘doing your bit’. Namely – recycling your goods, cancelling plastic straws and brandishing your tote bag like a badge of honour. Well, sorry to disappoint, but that’s not enough. Because 300 million tonnes of plastic is still thrown away every year.
A depressing thought, right?
Our brief? To put plastic to work by inspiring a new generation of eco-warriors to join the Refillution, raising awareness of Ecover’s refill range as we go and encouraging people to reuse, not just recycle.
IDEA
There’s no location more synonymous with refilling than a gas-guzzling petrol station. So we found the ugliest, most down-trodden one London has to offer and transformed it into ‘The Ecover Refillery’ – a destination dedicated to fighting plastic waste with refills.
Turning pumps for petrol into pumps for Ecover’s environmentally conscious, plant-based, cleaning products, The Ecover Refillery attracted the attention of media, influencers and consumers from across the UK, and beyond.
To encourage guests to use eco-friendly modes of transport, we also built electric bicycle and scooter charging stations on site and also used the space to host inspirational panel discussions about the small changes we can all make to reuse rather than just recycle.
RESULTS
Over 1,000 plastic bottles were refilled every single day during launch, with our Refill ‘petrol’ pumps in huge demand and sometimes generating queues around the block. Better yet, people genuinely turn up with their own empty plastic bottles ready to refill.
We hosted over 5,000 people in the week of launch.
Since launch, we've landed over 100+ pieces of coverage, with every national news title covering the Refillery with a reach of over 315M.
Plus, the Borough community has been overjoyed to see a local eyesore totally transformed – something we’re extremely proud to have facilitated..
