ECOVER – Deposit Store

What we have done

deposit STORE 

Over 3000 visitors and more than 7000 PET bottles returned in three days, an item on the agenda during a meeting of the Flemish Parliament, massive media attention: Blyde Benelux has reached the goal for ecological cleaning pioneer Ecover with the temporary “Deposit Store”. Ecover was the first company in Belgium to introduce a deposit system in order to give a strong boost to the debate surrounding its introduction and to investigate its strength. Blyde was responsible for the concept and execution of this social campaign.  

Question Ecover to PR agency Blyde Benelux: “Come up with a concept to combat disposable plastic in Belgium and open the debate”. Walking the talk. Brave. Provocative. Rebellious. Inviting.  

How the idea came about? “What if we invest in solving the problem?” was the central question in the development of this campaign. The Belgian government does not take the decision to introduce a deposit system, while the need is manifold and the evidence that it works in countries where it’s already been introduced is undeniable. According to Blyde Benelux, this was the theme and the right time to stand up as Ecover: it touches the core of the company’s  mission and DNA. The awareness campaign came to life in the form of the Deposit Store, which opened its doors in the Wilde Zee in Antwerp for three days. You could hand in your PET bottles in exchange for €1 and a bottle of Ecover dish soap, made from 100% recycled plastic and 100% recyclable. You could keep the symbolic euro yourself or donate it to the Deposit Alliance.  

approach Blyde

Show people that plastic is not only waste, but can also have value. Deposit is an important step in raising awareness and thereby reducing plastic waste and creating a pure recycling flow. The Deposit Store was not only a backdrop for the return of plastic PET bottles. There was also a “Trash to Treasure” exposition, a round table discussion was organised, an upcycling workshop was given by influencers and a “Let’s Talk Rubbish” debate was organised to show visitors what is possible with plastic waste and thus contribute to the fight against disposable plastic. Results: during the three days that the store was open: 7,237 PET bottles returned, over 3,000 visitors, the Deposit Store featured on prime time news, in twelve radio and current affairs programs, in fourteen print articles in news media, in 45 online news articles and in countless social media posts. A stacked reach of 72 million pairs of eyes, and a media value of over 700,000. Campaign size – L.  

Sustainable Development Goals (SDGs)


responsible consumption and production

Ensure sustainable consumption and production patterns. Establish sustainable management and efficient usage of natural resources. Taking the growing world population into account, the production of our goods should be much more useful: “produce more using less”. 

14. life below water

Prevent and significantly reduce marine pollution by 2025, in particular as a result of activities on land, including pollution from floating waste and nutrients.  


Partnerships for the goals

Strengthen the means of implementation and revitalise the global partnership for sustainable development. “The Sustainable Development Goals are a to-do list or people and planet, and a blueprint for success”, said UN Secretary-General Ban Ki-moon at the launch of the SDGs. ‘We will also require a new global partnership’, according to Ban Ki-moon. ‘We need action from everyone, everywhere. Seventeen sustainable development goals are our guide’. 


A selection of the free publicity we generated for the Ecover Deposit Store:  

De Standaard, 25 October 2018.
Het Laatste Nieuws, 26 October 2018.
Weekend.knack, 12 November 2018.
Gondola, 15 November 2018.
ATV, 15 November 2018.
De Morgen, 25 October 2018.