Arrowhead video celebrates beauty of bottled water recycling
Posted by Lisa McTigue Pierce, Executive Editor -- Packaging Digest, 2/20/2013 1:23:15 PM
Arrowhead Brand 100% Mountain Spring Water—the brand that introduced its new 0.5L ReBorn bottle made with 50 percent recycled plastic (rPET) and launched its "Recycling is a Beautiful Thing" campaign in November 2012—is taking another step toward educating consumers about the value of recycling with the unveiling of an innovative, new stop-motion video. The video supports the brand's commitment to getting consumers excited about recycling and increasing recycling rates by featuring visuals that were created out of recycled materials.
Produced by Bent Image Lab based in Portland, Ore., the one-minute video tells the story of the endless possibilities that can come from recycling. The video informs consumers that most recyclable plastic bottles actually end up in the trash—in California alone, more than 2.8 billion plastic bottles ended up in landfills in 2011—but stresses that the more we recycle today, the more materials that can be reused tomorrow. The animatic eventually portrays a picture of a 3-D landscape, nature's masterpiece, followed by an Arrowhead label from which the 0.5L ReBorn bottle emerges.
The video was created to emphasize the message behind the brand's "Recycling is a Beautiful Thing" campaign, which was launched in November 2012. "We're excited to demonstrate that recycled materials have significant second life utility," says Gigi Leporati, brand manager, Arrowhead 100% Mountain Spring Water. "If you look closely at the imagery in the video, you'll see it translates some recyclable materials found in landfills into an artistic and environmentally thoughtful statement. Through this video, we hope to motivate consumers to recycle more and think about recycling in a new way."
The interactive campaign is hosted on a dedicated tab on the Arrowhead brand Facebook page. In addition to the video, the page also highlights informative statistics about recycling and showcases still life and found object art pieces crafted from recycled materials.
The 0.5L ReBorn bottle launch was celebrated in the San Francisco area with a volunteer recycling and beautification event in partnership with Keep California Beautiful (KCB) on America Recycles Day. To further assist local recycling efforts in San Francisco, Arrowhead unveiled four innovative solar-powered BigBelly waste and recycling stations at the event, which the brand is sponsoring for one year.
To learn more about the Arrowhead ReBorn bottle and experience the beauty of recycling, please visit the brand on Facebook where you can also watch the new video and share it with your friends. To read more about NestleWaters North America's commitment to sustainability, please visit www.nestle-watersna.com.
 CalRecycle. Calendar Year 2011 Report of Beverage Container Sales, Returns, Redemption and Recycling Rates. www.calrecycle.ca.gov/Publications/Documents/BevContainer%5C2012013.pdf.
Source: Nestle Waters North America