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New Drinks Startup Billboard Towers Over Kings Cross Coke Sign

SYDNEY, AUSTRALIA / AGILITYPR.NEWS / April 01, 2024 / Sydney startup Refilled hopes to challenge Coke in Kings Cross and beyond


Refilled, a Sydney based start-up on a mission to eliminate 100m plastic bottles from landfill, has erected a Refilled billboard in front of the famous Coke Sign in King’s Cross to celebrate its new cola flavour. Refilled hopes to challenge major soft drink brands like Coke/Pepsi nationwide by selling still and sparkling flavoured drinks from its plastic free smart drinks dispenser – The Refiller – which can now be found in Google’s HQ and many other major offices in Sydney. 

The new billboard signals Refilled’s intent as an alternative to Coke in Australia. Fittingly, as a company with $3m in funding not billions in annual revenue, the sign is proportionately “startup sized”. The billboard appears to tower over the Sydney Coke sign in photos (with no photoshop editing). However, it is only a few centimetres tall, sourced from model train site Australian Modeller, and is the company’s first ever paid physical advert. 


“The Coke sign is a Sydney icon, and I can’t think of a better location to launch our delicious new cola flavour,” said Refilled founder and CEO, Ryan Nelson. “Not many startups can get a billboard ad in Kings Cross, but we took a close look at the budget and decided it was worth the 60 bucks. Not only does it look great towering over the Coke sign, it fits neatly in my pocket too. 


“Every year, Australians buy hundreds of millions of soft drinks sold in single use plastic bottles. Virtually all of them end up in landfill or in the environment. Our Refiller is a plastic free alternative for people who carry a reusable bottle. So far, Refilled has prevented more than 50,000 plastic bottles from going to landfill. We’re on the way to eliminating 100 million plastic bottles by 2030. Only 99,950,000 to go. 

Note for editors

Links for HD photography of the Refiller and Refilled team https://drive.google.com/drive/u/1/folders/1e7fGPhx8CkEuiLyMzQUl44vkVQJsdvy2

About Us

About Refilled

Refilled is on a mission to change the way people drink beverages on the go. Its Refillers are BYOB vending machines that deliver 100 still and sparkling drink combinations on tap, with optional boosters such as caffeine, vitamins, and minerals. Refillers empower people to ditch traditional vending machines and eliminate single-use plastics. 


Mike Marquiss



Phone: +61 476267683