CITEO LAUNCHES ITS FIRST TV CAMPAIGN ON RECYCLING WITH ITS NEW STRATEGIC AND CREATIVE PARTNER OGILVY PARIS
On 17 November, CITEO unveiled its first creative platform to promote the reuse of household packaging among the French, entitled "Réemployons encore et encore" ("Let's reuse again and again"). A dynamic, quirky and resolutely positive campaign developed by Ogilvy Paris, featuring Queen's hit "Don't Stop Me Now".
For over thirty years, CITEO has been giving consumers the keys to reducing the environmental impact of their consumption by raising awareness and mobilizing action on all the 3Rs (Reduce, Reuse, Recycle packaging) and on abandoned waste.
CITEO wants to encourage the French population to make new ways of consuming a part of their daily lives : bulk, refillable and reusable packaging. In spring 2025, 16 million French people will be able to buy mass-market products in reusable packaging in supermarkets in 4 regions of western and northern France (Pays-de-la-Loire, Brittany, Normandy, Hauts-de-France).
This new range of products will initially include drinks and food products. Once these have been consumed, the empty bottles and jars can be taken back to the shop to be washed and returned to the producers so that they can be refilled and put back on the shelves. Or how to move from single use to multiple use on a large scale.
Introducing the campaign
The launch campaign, which has been running since 17 November 2024, is the first stage in this communication platform, which aims to change the way people look at packaging and make reuse an integral part of their consumption habits.
Backed by Queen's timeless song "Don"t Stop Me Now", the 2 TV films (one 30s and one 40s) draw parallels between everyday scenes and repeated recycling gestures.
In addition to these 2 TV (and CTV) films, the campaign is being rolled out on a number of digital platforms to reach specific target audiences with tailored messages (Météo France, Vinted, Le Bon Coin, Twitch, YouTube, affinity sites, etc...).
In order to reach a broad, granular audience and address all the identified levers of reuse, the campaign also features an influencer campaign as well as social media content on Facebook, Instagram, Snapchat and TikTok, surfing on current codes and relevant trends.
In this context, the words "Réemployons encore et encore" ("Let's reuse again and again") will become the rallying cry for reuse actions, aimed at individuals as well as partner companies and local authorities. Through a resolutely positive and enthusiastic tone, CITEO is seeking to rally the entire French population around the idea of reusing packaging.
The need for appropriate thinking to change behavior
Following a call for proposals, CITEO turned to Ogilvy Paris, not only for their advertising expertise, but also for their expertise in social and behavioral change. This expertise has been developed over the space of 10 years to make Ogilvy Paris one of the benchmark centres in the Ogilvy network worldwide, through long-term commitments with prestigious clients such as the Bill & Melinda Gates Foundation, the World Food Programme and Nestlé.
By familiarizing the French with reuse in a positive way, the approach co-constructed by CITEO and Ogilvy sets the conditions for an in-depth change in behavior, in all its diversity. The aim is to complement this approach with a rigorous measurement of the impact, which will make it possible to monitor changes in French people's behavior and potentially adapt the resources put in place to optimise this impact.
Benoit de Fleurian, Head of Ogilvy Consulting : "It's great to be working with CITEO. We share the same desire to work as rigorously and scientifically as possible, while allowing ourselves the greatest creative freedom and the desire to explore new types of storytelling, far beyond advertising "