Heineken Returnable Bottle WhatsApp Campaign

In 2024, Heineken South Africa deepened its commitment to sustainability with the launch of a returnable glass bottle system — a smart initiative aimed at reducing packaging waste and promoting a circular economy. To bring this to life, Heineken partnered with Techsys to design a campaign that would drive bottle returns, incentivise eco-conscious behaviour and build long-term consumer engagement.

Consumers were encouraged to return their Heineken bottles at participating outlets. Each return was logged via a custom-built WhatsApp bot that tracked submissions and rewarded participants with instant prizes and draw entries.

Massive Impact, Minimal Friction:

• Over 4 million bottles returned — a major environmental milestone


• 1.45 million entries processed via WhatsApp


• 458,975 prizes awarded to loyal recyclers


• 150,343 consumers opted in for future Heineken updates

The campaign was a resounding success in driving both sustainability and engagement at scale. By integrating seamless WhatsApp technology with on-the-ground collection points, Heineken proved that going green can also go viral. Blending real-world action with mobile convenience is a winning formula — especially when you reward consumers for doing good.