In August 2020, Perekrestok and SPLAT launched a joint initiative to collect and recycle used plastic toothbrushes from all manufacturers into pavement tiles. Special containers for used toothbrushes were installed at 700+ Perekrestok supermarkets. Part of the Zero Waste initiative, the project was designed to encourage people across Russia to take a more responsible and conscientious approach to waste recycling, while also making it easy and convenient for consumers to join in.

SPLAT was chosen to manage the toothbrush containers and transport them to recycling facilities. The resulting tiles are expected to be used for urban improvements in small towns across Russia. More than 2,5 tonnes of toothbrushes were collected during the campaign.