Deposit store

Ecover: walking
the talk

Ecover's pop-up Deposit Store attracted more than 3,000 visitors and resulted in more than 7,000 PET bottles returned in three days. Concept & development lay with Blyde, we also created massive media attention for Ecover, the pop-up store was discussed at a meeting of the Flemish Parliament. Ecover was the first in Belgium to introduce a deposit system, bringing awareness, activation and dialogue together.

Ecover asked Blyde: “Come up with a campaign to combat disposable plastic in Belgium and to open the deposit debate.”
Walking the talk. Brave. Provocative. Rebels. Inviting.

The central idea: “What if we invest in solving the problem?”
The Belgian government postponed the introduction of a deposit, even though the need was high and success in other countries has already proven successful. For Ecover, ecological cleaning pioneer, this was the time to make a powerful statement from its DNA.

Deposit store
in Antwerp

The awareness campaign came to life in the Deposit Store: for three days, it opened its doors in the Wild Sea in Antwerp. Visitors were able to hand in their PET bottles for €1 and a bottle of Ecover detergent, made from 100% recycled and recyclable plastic. They were allowed to keep that symbolic euro themselves or donate it to the Deposit Alliance.

The activation was given extra strength by:
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- A Trash to Treasure exhibition about innovative plastic applications
- Round table discussions with stakeholders involved
- Upcycling workshops led by influencers
- The Let's Talk Rubbish debate about solutions against disposable plastic

This is how the Deposit Store became more than a stunt — it became a place where value, awareness and dialogue came together.

The result?

The results speak for themselves:
- 7,237 PET bottles returned in three days
- More than 3,000 visitors
- Prime time TV coverage, 12 radio and current affairs programs, 14 print articles, 45 online publications, and countless social media posts
- A stacked range of 72 million
- Media value of over €700,000

And perhaps most notably: the Deposit Store became the subject at a meeting of the Flemish Parliament.

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