2024-04-12 13:22:22
(ANSA) – CAGLIARI, APRIL 12 – The message is strong: black and white images of glass bottles with Sardinia’s best-known beer brand abandoned in streets or beaches and a writing in large letters, “If it has to end like this, Don’t even drink from it.” Today, Ichnusa entrusts its campaign against the abandonment of glass to social media and from May to posters in ports and airports – but also in cities. There is also a video, which follows the television commercial broadcast on national networks, but for now it is for internal use. Then, who knows, the communication could also be extended to the Peninsula, where Sardinian beer is making important numbers.
The campaign is accompanied by events with Legambiente, which was able to preview the new advert with the press. “We are very proud to be alongside Ichnusa, we don’t think there is another company in Italy that has brought forward such a strong message”, observed the regional president of Legambiente Annalisa Colombu. The collaboration, which has been going on for some time, will take place with cleaning days in seven locations on the island: Cagliari, Quartu Sant’Elena, Villasimius, Olbia, Sassari, Alghero and Oristano. Already this weekend, however, the 120 employees of the Assemini brewery (Cagliari) will lend a hand in cleaning the coasts.
The commitment on this front is not new: in addition to other similar initiatives, “in 2018 we launched the returnable vacuum campaign which involves reducing Co2 by almost a third – said the plant director Matteo Borocci – we reduced the environmental impact, investing 73 million in new systems. This made it possible to reduce water consumption by 29% and energy consumption by approximately 30% between 2023 and 2022”.
The campaign is supported by a nationwide survey which shows that abandoning glass bottles is a widespread and very serious problem for half of Italians. It is thought that it is above all young people and the nightlife that create the phenomenon for which, for 8 out of 10 Italians, this issue should be approached in a non-punitive manner. “So here is our courageous stance – explained Michela Filippi, marketing manager – We can start from small gestures to inspire a movement”. (HANDLE).
2024-04-12 13:22:22