In its World Without Waste program, the carbonated beverage company significantly promotes the use of returnable containers, and expects that by 2030, at least 25% of all beverages in its portfolio, sold through traditional channels and dispensers in stores, whether refillable glass or plastic bottles.
“At Coca-Cola, we share the concern of consumers to take action to help the environment and contribute to solving the problem of waste, and that is exactly what we are trying to reinforce by investing with our brands in commercial and promotional actions. marketing to encourage consumers to choose a returnable bottle as much as possible”, explained Javier Meza, SVP of Marketing, LATAM.
To achieve this strategy, Coca-Cola is investing around USD$500 million to expand the availability of its returnable containers throughout the region to a greater number of consumers, including the implementation of sales through new digital channels -Coca-Cola in your Home- and supermarkets, in some countries.
“In some Latin American markets, we implemented a promotion to invite consumers to exchange a recycled PET bottle so they can learn more about returnable containers. We believe this simple yet powerful action can help pave the way for our sustainable packaging strategy, which aims to create systemic change through a circular economy for our packaging. That is, from how bottles and cans are designed and manufactured, to how they are reused and recycled,” Meza said.
Together with TriCiclos, an international company specializing in waste management, the Coca-Cola Company seeks to raise awareness in Latin America about the use of returnable packaging, which has a strong and positive impact on the environmental footprint and the circular economy. This is a production and consumption model that involves reusing and recycling materials and products, for as long as technically possible.
“We want to build a solid vision on returnable packaging as a key example of how we are promoting a circular economy based on the conservation of the technical and economic value of materials. We are convinced that adopting returnable packaging models to a greater extent has a positive impact on the life cycle of products and the preservation of nature,” said Verónica de la Cerda, general director of TriCiclos.