Re-turn, the operator of Ireland’s Deposit Return Scheme, has unveiled its latest New Year campaign as part of its new ‘Re-turn It Right’ brand platform, developed in partnership with creative agency Boys+Girls. The campaign positions recycling bottles and cans as one of the simplest—and most impactful—New Year’s resolutions consumers can make.
Moving on from the festive tone of its recent Christmas campaign, the new work focuses on the optimism and intention that typically define the start of the year. Rooted in a core cultural insight, the campaign taps into Ireland’s shared belief that there is a right way to do things. From setting ambitious resolutions to adopting everyday habits, Re-turn reframes recycling as a modern ritual—and the right way to recycle is simply to Re-turn.
With a 91% recycling rate for bottles and cans, Re-turn has quickly become part of everyday life in Ireland. The New Year film marks the second collaboration between Re-turn, director Guy Manwaring, Butter Productions, and Screen Scene Post Production. The spot introduces viewers to Sinead, whose enthusiastic approach to New Year’s resolutions—from sea swimming and French lessons to juice cleanses—mirrors a familiar cycle of ambition and burnout. When her plans don’t quite stick, her partner Colm offers a more grounded perspective: start small. His suggestion? Make Re-turning bottles and cans the first resolution of the year.
The integrated New Year campaign is rolling out across TV, social media, out-of-home (OOH), and radio, with each execution reinforcing the message that Re-turning is the easiest resolution to keep—and one that delivers tangible environmental benefits.
Dermot Mulligan, Chief Marketing Officer at Re-turn, said: “Every January we set ourselves big goals, but the habits that last are usually the simple ones. Re-turning bottles and cans has quickly become part of everyday life in Ireland, and this campaign celebrates that shift. By choosing to Re-turn, people are starting the year the right way, with an easy action that delivers real, measurable impact for the environment.”
Caroline Keogh, Executive Relationship Director at Boys+Girls, added: “Re-turn is our newest client at Boys+Girls, and we’re excited to partner with them to help increase recycling rates for cans and bottles across Ireland. This campaign, alongside the Christmas activity, brings our new brand platform to life—setting the tone for insightful, entertaining, and effective communications that drive real results.”
Since the introduction of the Deposit Return Scheme, Ireland’s national recycling rate for drinks containers placed on the market has increased from 49% to 91%, with 76% of those containers collected through the scheme—highlighting Re-turn’s growing role in shaping sustainable habits nationwide.
