WISH-CYCLING

Grove Collaborative’s first brand campaign, built to challenge recycling myths and reduce plastic at home.

Most of us want to believe recycling fixes everything. In reality, only about 9% of plastic actually gets recycled. Grove Collaborative decided to stop reassuring people and start being honest, bringing Drew Barrymore and an original song along for Grove’s first brand campaign. The work struck a nerve, picked up a lot of press, and helped move the business forward.