Coca-Cola takes a step in its commitment to sustainability with the test in Spain of the new caps attached to its bottles, which facilitate recycling.
Sustainability is one of the aspects that most concern brands. Coke is one of the firms that wants to continue advancing in its commitment to achieve a better planet, with sustainability strategies such as «We move forward» for Western Europe. On this occasion, he has decided to launch the first pilot test of caps attached to the bottle in Spain, the first European country to make this change.
It does so in line with the requirements of the European directive on single-use plastics, which will come into force in July 2024. Coca-Cola wanted to go ahead and in May 2021 it began manufacturing the first caps attached to the bottle at its Barcelona plant.
This pilot test will serve to test the production process of the corks, assess their performance in hot climates and collect consumer response to this innovation. All this, before proceeding to its gradual implementation in other countries at the end of 2021.
«With this milestone, in addition to beginning to adapt gradually and in advance to European legislation, we want to send a message to the consumer: enjoy your drink, close the cap again and recycle the bottle and cap together«, Points Ana Gascón, Director of Packaging Sustainability Strategy for Europe at The Coca-Cola Company.
“This message contributes precisely to our vision of working together to achieve a world without waste, committing to collect all the packaging we sell by 2030 ″, he says. «We are especially proud that Spain is the first country in testing the production and performance of closures in hot climates, before a wider roll-out in Spain and other countries begins ”, he concludes.
Coca-Cola takes another step towards sustainability and promotes recycling
The bottles with the new caps have been on sale at certain points since the beginning of July. Different parts of Catalonia, Balearic Islands, Aragon, Canary Islands (Tenerife, Gran Canaria), Andalusia (Granada, Jaén, Málaga, Almería, Cádiz, Seville) and Toledo they already have this innovation.
The test, which is temporary, will last 10 weeks and 6 million bottles will be marketed with the new caps on the 500 ml plastic bottles. They will reach all the variants of Coca-Cola and Schuss.
These new plugs are a big step on your roadmap and commitment to eco-innovation and design. Developed at Coca-Cola’s R&D center in Brussels, its design has been worked on together with suppliers. Trials have been conducted among consumers to develop a solution that offers a comfortable and pleasant drinking experience.
To the ring around the neck of the bottle a tab has been incorporated that keeps the cap attached to the container once unscrewed. Thus, it continues to allow its hermetic closure. «This innovation allows the consumer recycle the bottle next to the cap, avoiding its loss and the generation of waste “, says Sergio Ferré, director of the Barcelona plant.
In Coca-Cola, research and tests have been carried out among consumers to gather the response to the new closure. The resulting plug has been the option chosen by customers. On the other hand, the new containers include the message on the cap «New plug. Please recycle me ».
Do not miss anything from MarketingDirecto.com and join our Telegram t.me/MarketingDirecto
Source: Marketing Directo by www.marketingdirecto.com.
*The article has been translated based on the content of Marketing Directo by www.marketingdirecto.com. If there is any problem regarding the content, copyright, please leave a report below the article. We will try to process as quickly as possible to protect the rights of the author. Thank you very much!
*We just want readers to access information more quickly and easily with other multilingual content, instead of information only available in a certain language.
*We always respect the copyright of the content of the author and always include the original link of the source article.If the author disagrees, just leave the report below the article, the article will be edited or deleted at the request of the author. Thanks very much! Best regards!