Binggrae Banana Flavored Milk was a South Korean No.1 dairy brand sold about 8 million bottles daily. And this brand was also famous for its jar-shaped plastic container. But as the millennial and Gen Z became the main market, this container became a reason of brand crisis. Because they were sensitive to environmental issues and thought the plastic container could be harmful to the earth.

But the truth was different. This bottle could be 100% recycled when washed, as it was made of a single material. And it was a serious problem for people not to wash the empty bottle before throwing it away. Korea was 2nd in OECD in terms of separate emission, but 79% wasn’t recycled because the most plastic containers were thrown away not washed.

This brand wanted to execute brand activism to solve the problem it faced and the society faced, too.

We made the world's first milk bottle washing machine. It was a news that dairy products company made a washing machine, not home appliance companies such as Samsung and GE. It was to make "RECYCLABLE WHEN WASHED" that had not been imprinted on people memorable.

When an empty bottle of Banana Flavored Milk was turned upside down, water came out for 10 seconds, washed clean, and automatically disposed into a collection box. Designed to use minimal electricity and water, it took about a year to make it look like a real drum washing machine with a chrome drum and circular door design, and applied banana color and banana song to melt the brand personality.

This novel washing machine was installed throughout Seoul and became a hot topic for people, and participated in HANDWASH CHALLENGE to wash it by hand and even expanded the idea of sharing it on SNS.

We decided that simply using the traditional media was not adequate for target audiences who no longer watched TV and newspapers.

We envisioned SNS as a core platform and launched this washing machine on Instagram. Based on YouTube and Instagram, this washing machine advertisements made people wonder if the washing machine was real or fake so that they could look it up online.

Becoming a topic, we disclosed the time and place to meet it in person. People wanted to post on their SNS that they had experienced the washing machine before anyone around them.

The simultaneous photo of the washing machine on SNS was bound to be a source of coverage for many media outlets, which spread to various media around the country.

_ developed the milk bottle washing machine in eco-friendly method over a year

_ Upload teaser posting on July 17, 2020

_ Washing machine launching advertisement uploaded on July 18, 2020: YouTube and local video platforms, Instagram, CATV, etc.

_ Open notice of the laundry shop on July 22, 2020

_ Open the Laundry (operates for two weeks) on July 24, 2020, at the Largest Cafe in Seongsu-dong, Seoul

_ Handwash challenge started on July 24, 2020

_ 117 MEDIA REPORTS and 8.13 million EARNED MEDIA IMPRESSIONS

_ Massive media coverage : major newspapers, news magazines, and digital media channels for millennial and Gen Z

_ 180,859 LIKES in Instagram with only 54 posts

_ 28,590,272 VIEWS

_ 274,507 VISITS of campaign site in 4 weeks

_ After 3 weeks of the campaign, 71% of millennial and Gen Z responded that plastic must be washed before recycling, as opposed to 61% pre-campaign.

_ Binggrae WON THE PRESIDENTIAL AWARD for LOW CARBON LIVING PRACTICE from the ENVIRONMENT MINISTRY.