We found a space everybody had ignored and that would go around from hand to hand at universities: The photocopies. The idea was simple. We gave away to stationery stores entire paper blocks for photocopiers. Each of the sheets of paper we gave away had impressed on their back our promotion. The price of the photocopy on this “used” paper was lower than in a completely white sheet of paper.

The results were quick. More than 62% bottle caps were redeemed during the 3 months the promotion lasted. In addition, Pony Malta’s consumption at universities increased 34% points in relation to the previous months of this activity.