"Can, Crush and Recycle"… OB Beer’s Earth Day 'Can Crush Challenge'

Promoting Proper Aluminum Can Separation and Disposal
Instagram Short-Form Video Challenge Open Until the 28th

OB Beer announced on the 10th that it will launch the 'Can Crush Challenge' to promote the proper separation and disposal of aluminum cans ahead of 'Earth Day (April 22)'.

Aluminum cans are difficult to recycle if disposed of as is due to contamination, so to increase the recycling rate, cans must be crushed as much as possible before separation and disposal. According to Novelis, an aluminum rolling and recycling company, the recycling rate of aluminum cans in Korea reaches 80%, but the rate of cans being recycled back into cans is less than 30%.

OB Beer, together with Novelis and the Korea Packaging Recycling Cooperative (KPRC), has prepared the Can Crush Challenge to make it easy and fun to practice the proper separation and disposal of cans in daily life. The Can Crush Challenge is a simple eco-friendly campaign where participants create short-form videos showing the process of completely stepping on or crushing empty aluminum cans and then properly separating and disposing of them.

The challenge is open to individuals or groups until the 28th of this month. Participants record a video within 10 seconds showing themselves stepping on and crushing aluminum cans before separating and disposing of them, tag OB Beer's official Instagram account, include the mandatory hashtags #CanCrushChallenge and #EarthDay, upload the video to their personal Instagram story, and leave a comment confirming their participation.

Submitted videos will be internally reviewed to select outstanding entries, which will be awarded prizes. Three first-place winners will receive a 100,000 KRW gift certificate for Baedal Minjok, three second-place winners will receive a 50,000 KRW Baedal Minjok gift certificate, ten third-place winners will receive one box (24 cans) of the non-alcoholic beverage 'Cass Lemon Squeeze 0.0', and 100 fourth-place winners will be randomly drawn to receive coffee coupons.

An OB Beer representative said, "As a company that uses aluminum cans, OB Beer takes responsibility and leads the way in resource circulation by promoting the proper separation and disposal methods. Since resource circulation is a task that consumers and companies must practice together, we will continue to create a sustainable future through campaigns that are easy to participate in daily life."