The Recycle Challenge competition was launched in 2018 to increase awareness in companies outside of the beverage manufacturing industry. Each round 6 companies were invited to participate for a chance to win $200,000 for a charity of their choice.
At each stage, the competitors went above and beyond to surpass the target while ensuring they sensitized persons by assisting them in creating a habit of recycling. The campaign was able to influence the behaviors of those involved while shaping and motivating others. The Recycle Challenge was deemed a success with over 1 million bottles collected.