REPLENISH Launch Campaign
AN UNFORGETTABLE CAMPAIGN FOR A TOTALLY FORGETTABLE PRODUCT.
According to the United Nations Environmental Programme, plastic consumption worldwide exploded from 5.5 million tons in the 1950s to 38 million tons by 1993. More shocking than plastic consumption is what happens to it when we’re done with it. And in 1993, Americans discarded about 11.6 million tons of that plastic, but only 6.5 percent of it was recycled and 7.7 percent was combusted in waste-to-energy facilities that create electricity or heat from garbage. Three million tons of the rest ended up in the ocean, and the remainder, a whopping 29.6 million tons, ended up in landfills. What more perfect market scenario for a new plastic that would decompose into benign,organic material in just one year. That plastic was Replenish, a revolutionary hydrodegradable plastic that degrades when composted, via the addition of water. This is the launch campaign that was designed to get readers to see plastic in a whole new way.