Making Carton Recycling Crystal Clear

The Carton Council of North America needed to close a national awareness gap around food and beverage carton recycling. While cans and bottles were widely understood, cartons remained confusing for consumers. I rebranded the organization with a more approachable, consumer-facing identity, including a new logo and website. We then launched a national campaign anchored by the Cooking With Cartons sweepstakes alongside social content. Supported by paid media, social, influencer partnerships, and a BuzzFeed collaboration, the work scaled nationally. Over a decade-long partnership, our campaigns raised consumer confidence in carton recycling to 90%, the highest in the organization’s history, proving that clarity drives behavior change.