Every Can Counts and The Naked Collective join forces in Ireland

Every Can Counts and The Naked Collective join forces in Ireland 2560 1280 adminEirini

While Ireland has one of the highest rates of aluminium drink can recycling in Europe, with 89% of cans in the country being recycled or recovered in 2019, there is still so much more we can do to reach 100%. One way is to collaborate with like-minded brands such as The Naked Collective, a carbon-neutral Irish startup that specialises in vegan, low-sugar vitamin drinks.

As the first-ever drinks brand partnership in Ireland for Every Can Counts, this collaboration aims to inspire and encourage more people to recycle their empty drink cans. Both partners will work together to spread the message that drink cans are endlessly recyclable, and at the same time The Naked Collective will provide funding to the Every Can Counts programme.

Founded in 2019 and based in County Kildare, The Naked Collective has designed drinks that meet the needs of both health and eco-conscious shoppers. Its first two product ranges, which recently launched in Ireland and the UK, include Mude and So.Beer – a range of vegan, natural sparkling beverages and non-alcoholic lagers. From sourcing its plant-friendly ingredients to recyclable and compostable packaging for its cans and boxes, sustainability is at the forefront of the brand. The partnership with Every Can Counts Ireland builds on its sustainability commitments and will help it achieve the goal of ensuring that 100% of its cans are recycled. 

Niall Phelan, Co-Founder of The Naked Collective said: “From the ingredients we use to our processes and packaging, our aim as a brand is to make the world a healthier, better place. “We’re a purpose-led company and our decision to partner with Every Can Counts shows exactly that. The partnership is us doing our bit to increase recycling rates in Ireland.”

Róisín O’Brien, Every Can Counts Ireland Programme Manager, said: “We’re very excited to announce our first Irish drink brand partnership with The Naked Collective. ‘’The company fits so well with what we’re trying to achieve as we both have the same mission – to save precious energy and resources by ensuring every drink can is recycled. We’re looking forward to working with The Naked Collective over the next year to help raise awareness and inspire recycling throughout the nation.”

As the saying goes, “If you want to go fast, go alone. If you want to go far, go together.”


Metal Never Dies

Metal Never Dies 2560 1280 adminEirini

Heavy metal and aluminium, as a metal, have one thing in common: they never die. They can live forever without ever losing their unique properties. Thus, they never lose value and they are here to stay. So, it’s not surprising that legendary Spanish rockstars including Tete Novoa from Saratoga, Óscar Sancho from Lujuria and Mariskal Romero from La Heavy, have joined forces in a very creative campaign with one clever message, that Metal Never Dies.

Mariskal Romero, Tete Novoa, Óscar Sancho (source:

Similarly to heavy metal, where generations of fans keep the cycle of music going, aluminium can also go on and on. Moreover, it’s a legendary material and shares a certain star quality among other packaging materials. Therefore its every bit is immortal, just like heavy metal and the legends behind it.

Metal Never Dies or #ElMetalnNuncaMuere is an initiative of our Spanish programme, Cada Lata Cuenta, in collaboration with MariskalRock that is aiming to raise awareness about the infinite recycling potential of metal drink cans in a fun way. Let’s rock!



Metal Never Dies Campaign

More info:

As seen in the Press (Spanish)
METAL NEVER DIES Campaign As seen in the Press (Spanish) 1
METAL NEVER DIES Campaign As seen in the Press (Spanish) 2

Influencer outreach: a vlog about can recycling reached more than 100,000 views in less than a month

Influencer outreach: a vlog about can recycling reached more than 100,000 views in less than a month 2560 1280 adminEirini

Každá plechovka se počíta, the Every Can Counts programme in Czechia cooperated with a popular influencer to create a fresh and impactful campaign about drink can recycling that reached more than 100,000 views only a month after its launch.

Petr Potměšil (21), known as Peca, has been on YouTube since 2016. Ηe mostly attracted his fans through his positive and energetic outlook on life. That is exemplified in his motto “Mám se fajn” (I’m feeling great). It’s this energy that he puts into his work where he tries to inspire and educate his audience.

#17 on YouTube Trends

Using YouTube and Instagram -where Peca has more that 110,000 followers- as the campaign’s primary platforms, it celebrated the magic of can recycling and sustainable living. The content was received enthusiastically. Achieving more that 100,000 views, only a month after its launch, with 15,000 interactions and ranking #17 on YouTube Trends. The format of a vlog was the most appropriate for the topic, and Peca was an active part in the creative process from the beginning. 

The vlog connects meaningfully a sorting line in Prague where important information was presented by Mr. Radim Mana, the spokesman for waste collection company Pražské Služby, with the production of cans where important information was presented by Mr. Pavel Batík of Ball Corporation. Additionally, everything was accompanied by shots depicting the sorting and production processes.

The vlog’s goal

Certainly, the goal was to create educational content that would familiarize young people with drink can recycling in the most natural way possible. “We didn’t want to work with just numbers and benefits. Instead, we wanted to show the entire can making and recycling process supported by statements from experts in the field. We also wanted to show places the average person never sees and answer questions associated with recycling: Such as how much energy is saved? Why is it important to properly sort waste? etc. In other words – We wanted to dispel myths about aluminium can recycling in a cool way.

It was important for us that the creators we worked with had a connection with sustainability and an environmentally-friendly lifestyle. That was the only way to make it appealing to the public. Thus, it was necessary to know their work.” explains the creative team of Každá plechovka se počíta

Jede Dose zählt: Recycle wherever you go, whatever you do, whoever you are!

Jede Dose zählt: Recycle wherever you go, whatever you do, whoever you are!

Jede Dose zählt: Recycle wherever you go, whatever you do, whoever you are! 2560 1280 adminEirini

With a social media campaign that shows different people recycling cans in various situations, our Austrian programme wants to raise awareness about can recycling and show the audience, how easy it is to recycle and do something good for the environment.

Therefore, Jede Dose zählt created several characters that represent our audience groups. Specifically young people, parents, teenagers, sportsmen and -women, and artists. Also, our Austrian programme let short video sequences and funny slogans speak for themselves. For example: The basketball player says: “Recycling is like basketball: every throw is a direct hit!” or the dancer: “My most elegant pose? The recycled can!” (which rhymes very nicely in German).

One of the people (skater) showing on our Austrian programme's campaign about can recycling no matter what
One of the people (fit girl) showing on our Austrian programme's campaign about can recycling no matter what

The campaign aims to address existing and new audiences while encouraging them to recycle on Instagram and Facebook and will run until mid of April. 

Watch, Like & Share on Facebook & Instagram

Every Can Counts for the Museum of Contemporary Art in Belgrade

Every Can Counts for the Museum of Contemporary Art in Belgrade 1800 800

When art imitates life: The versatility of aluminium is showcased in a very imaginative way with this fashionable project by the Serbian team of Every Can Counts.

In cooperation with the Museum of Contemporary Art Belgrade and drawing inspiration from the work of acclaimed fashion designer Jean Paul Gaultier, artist Viktor Kiš created a wedding dress from recycled aluminium. The project took about 100 working hours to complete and was made to raise awareness of the importance of recycling and sustainable living. For this to happen, Viktor worked with various iron bending machines to successfully process the metal sheets.

The original dress that inspired this installation was based on the Love is Love: Wedding Bliss for All a la Jean Paul Gaultier exhibition that featured eight dresses by the famous designer and took place at MoCAB recently.

This bold and playful sculpture from recycled aluminium is now exhibited at Usce, Belgrade’s biggest shopping mall, catching the attention of shoppers and spreading the message that every can counts!

First eco-compactor for drink cans launched in Genoa!

First eco-compactor for drink cans launched in Genoa! 2560 1280 adminEirini

Recycling has become an easier task for the citizens of Genoa, Italy, who may also take pride that their beautiful city is making admirable progress towards better recycling infrastructure and circular economy.

The installation of a brand new eco-compactor, which serves the historic center and the Porto Antico area, comes with one important novelty compared to the 12 machines that are already present in the city: in addition to collecting bottles and plastic packaging, it also collects aluminum drink cans.

This new unit marks the 13th eco-compactor in Genoa, making it the first city in the country where such machines are present in every municipality. Thanks to the collaboration of CIAL and Ogni Lattina Vale, the Every Can Counts initiative in Italy, with the Department of Environment of the Municipality of Genoa, residents now have the option to not only recycle their drink cans but take advantage of the benefits offered through the use of the eco-compactors.

For every can collected, citizens receive points that are marked on receipts. Once they have accumulated enough points, they can then use these points to make purchases at various businesses that are involved in the initiative. Currently, there are over 100 shops in the city that participate in this urban waste management project with numbers expected to grow.

When collected, the aluminum cans are delivered to CIAL and then sent to a  recycling plant to make the same journey over and over again – forever! 

“For us at CIAL, activating a specific collection system for drink cans means offering the citizens of Genoa an additional tool that goes beyond separate waste collection, which in our country has already excellent results when it comes to aluminum. In Italy, we have actually already exceeded the European recycling targets for aluminum packaging, set at 60% for 2030,” comments CIAL Local Communication Representative, Gennaro Galdo. 

“This new experience in Genoa, is a great opportunity to showcase why every can really does count! Every Can Counts is a drink can recycling programme active in 19 European countries, with Italy joining in 2019,” says Gennaro.

As seen in the Press (Italian)

3000 Drink Cans on the Market Square in Gliwice

3000 Drink Cans on the Market Square in Gliwice 2000 1125 JakubCZ

“Throw Your Cans into Yellow” is the slogan of the event organised in October in cooperation with the city of Gliwice to remind consumers what to do with empty drink cans.

A special installation consisting of three thousand aluminium cans was set up on the market square, joined by over 20 Every Can Counts volunteers. For more than 2 hours, the entire city centre was occupied by our team making positive noise about can recycling.

We chose Gliwice as many volunteers working on the Polish programme are students from local universities. We wanted to share this initiative with people and encourage them to recycle their cans wherever possible. Cooperation with the city helped attract the attention of local media. Check it out here.

Sipful Drinks Join Every Can Counts UK as Funding Partner

Sipful Drinks Join Every Can Counts UK as Funding Partner 1176 1568 JakubCZ

Every Can Counts UK has announced a new partnership with premium canned wine and cocktail brand Sipful Drinks. The partnership will see Sipful Drinks become the first brand in the UK to carry the Every Can Counts logo on its range of canned products.

Launched in May 2020, Sipful is committed to producing drinks using sustainable and recyclable packaging. Sipful believes aluminium drink cans are the ultimate packaging format due to their infinite and energy-efficient recyclability, and the team is currently in the process of establishing Sipful’s own production facility with the aim of becoming a zero-waste production and packaging facility.

Sipful’s eye-catching can design now features both the ECC logo and the impactful Metal Recycles Forever logo, helping to raise awareness about the infinite recyclability of drink cans and reminding consumers to do the right thing and recycle.

Cooperation with GEA

Cooperation with GEA 700 583 JakubCZ

In partnership with environmental organization GEA, we started “The Can for Our Hill” project where the main activity was the collection of cans in 100 locations in the city of Vrsac. Money from the cans will be invested into protection of birds and other animals, as well as for education.

Vrsac mountain is the richest ornithological habitat in Serbia. This event was a good example of involving the local community in can recycling. The whole project is financed by the Ministry of Environmental Protection.

Chaque Canette Compte – Red Bull Partnership Still Active Despite COVID

Chaque Canette Compte – Red Bull Partnership Still Active Despite COVID 2560 1707 JakubCZ

After being back in the field with Tour de France, Chaque Canette Compte was active in Marseille despite the threat of COVID, accompanying its brand partner Red Bull.

CCC has managed recycling for all of Red Bull’s events in France for three years now, and specifically for one of the top skateboarding competitions in the world: The Bowl Rippers. In 2019, we were present at the brand’s five main events: RB FlugTag, RB 400, RB Bowl, the finale of RB Dance Your Style in Paris, and off course the Bowl Rippers.

As part of its partnership with CITEO (the French Green Dot authority), CCC manages overall recycling using our co-melting specific boxes where we highlight can recycling.

Last year, over 1.2 tons of packaging (and lot of Red Bull cans) were collected and recycled thanks to our presence at the main RB events.