Talking to consumers

MANY MAJOR SUPPLIERS AND PRODUCERS HAVE ALREADY STARTED COMMUNICATING DIRECTLY WITH CONSUMERS AROUND RECYCLING, LAYING THE GROUNDWORK FOR A MAJOR CONSUMER EDUCATION CAMPAIGN FROM CIRCULARITY SCOTLAND AROUND DRS LATER THIS SUMMER.

Tennent’s launches sustainability can

Tennent’s Lager has unveiled a new can featuring a new ‘drink sustainably’ message.

Coca-Cola demystifies plastic recycling

The Coca-Cola Company is breaking down plastic recycling to demystify the process with an animated film narrated by William Nye, who is better known, certainly to American consumers, as Bill Nye the Science Guy.

The stop-motion film features an animated—and recycled— likeness of Nye who explains the end-to-end recycling process. The film takes viewers on the circular journey of a plastic bottle, starting from the time it’s placed in a recycling bin to returning to the shelf as a 100% recycled bottle.

The film was shot in Cheshire on a set made with recyclable and recycled materials. Plastic bottles, labels and cardboard were incorporated into all aspects of the production – from Nye’s puppet caricature made from cut-up plastic Coca-Cola bottles to trees made from green Sprite labels, to conveyor belts designed from recyclable cardboard.

The company is adding a ‘Please Enjoy Sustainably’ message, initially across all its canned packaging, in a bid to encourage recycling ahead of the introduction of Scotland’s deposit return scheme. It hopes the more direct call to action on the 120 million cans the brewery fills on average every year will encourage drinkers to think twice about their recycling habits.

Cameron Matthews, Tennent’s Senior Brand Manager, said: “As Scotland’s favourite lager, we take recycling and sustainability very seriously, and recognise the responsibility we have to encourage consumers to consider their own environmental impacts. We need to make this as easy as possible for everyone, and adding something as simple as a sustainability prompt on our packaging can keep our planet’s best interest front of mind.

“When recycled, aluminium can be back on shelf within 60 days, which is a fantastic example of the circular economy in action – with impact on litter and CO2 emissions. It may seem like such a simple action, but by recycling cans, everyone can make a big difference.”

Nescafé goes full sustainability

Nestlé’s new global campaign for instant coffee features a sustainability message.

The brand’s instant coffee was invented as a way to make use of leftover coffee beans and the advertisements highlight that it is 100% responsibly sourced.

Meritxell Alegre, Nescafé Pure Soluble Business Lead Zone Europe, said: “Consumers want to know what brands are doing now, not only what they are going to do in the future. We needed to show tangible evidence of our commitments and achievements from beans to cup.”