On April 22, coinciding with the 53rd Earth Day, the country’s first “no bottle label” version of Pepsi-Cola was officially launched and has been launched in Tmall and JD flagship stores.
As a "veteran player" in the global beverage industry, PepsiCo's new packaging not only achieves new breakthroughs in visual effects and consumer experience, but also conveys to consumers "no bottle labels, *** The carbon reduction proposition of "environmental protection" actively emphasizes environmental protection, invites consumers to participate in sustainable development, and builds and shares a better future.
The food and beverage industry has entered an era of inventory competition, and consumer demands have changed. Brands have an even greater need to consolidate their product capabilities and seek new opportunities in all aspects in an environment driven by new consumer demands.
In recent years, sustainable development has gradually become a trend in brand development, and product packaging happens to be one of the media for brands to communicate with consumers.
According to the "Mintel 2022 Global Consumer Trend Insights", it is estimated that in the future, consumer behavior will change and evolve with five global trends such as control and enjoyment, among which climate issues For the first time, it was raised independently from environmental protection issues, and people's thinking about climate conditions has reached a new stage.
According to the "2022 Global Sustainable Packaging Trends and Outlook", 65% of the respondents expressed the hope that packaging can reduce the impact on the environment, and believe that the use of environmentally friendly packaging for products can effectively promote resource conservation and environmental protection. friendly.
In the eyes of consumers, sustainability is gradually becoming a more important consideration. Most consumers are looking for help and guidance on how to reduce their carbon footprint. They hope that brands can not only help them reduce their impact on the climate environment. It also ensures that their actions do not make the existing situation worse.
As a company with sustainable development at its core, PepsiCo will formally incorporate sustainability into its overall business development strategy in 2021. In addition to the implementation and practice of PepsiCo's sustainable strategy, this renewed packaging provides consumers with a sustainable lifestyle choice through environmentally friendly packaging.
In terms of product packaging design for the unlabeled packaging unveiled this time, PepsiCo chose the 300ml mini-bottled original Coke that is common among consumers for packaging adjustments. The "no bottle label" version of Pepsi-Cola not only retains the classic patented bottle design, but also reduces the ink printing on the bottle's plastic label and bottle cap. Instead, it is an embossed brand trademark and product name, which is both simple and elegant and highlights the Brand core identity.
This design not only reduces the use of materials and energy in the production process, but also simplifies the bottle label separation steps in the recycling process, improves the recycling rate, and effectively reduces carbon emissions caused by excessive use of energy. In addition, PepsiCo also uses laser printing technology to display product traceability and shelf life information on the top of the bottle to facilitate consumers' understanding.
"Sustainable development" has been proposed since the 1980s. With the continuous advancement of social knowledge, technological informatization and economic globalization, the world has gradually entered an era of comprehensive competition for sustainable development. In order to lay a more solid foundation and guarantee for their own survival and development, and create greater time, space and opportunities, they have made great efforts to develop comprehensive strength for sustainable development.
However, since the development, many companies have considered sustainable development from the perspective of operating costs and investment returns, and have only defined sustainable development in a project system, treating it as the goal of a certain stage of corporate development, which lacks consistency and Continuity and integrity. Whether it is sustainable development at the macro level or products and operations at the micro level, they will face many tests in the future.
However, with the setting of sustainable development and "carbon" goals, more and more companies are thinking about development strategies from the perspective of strategy and top-level design, from "combining corporate development with social responsibility" "Thinking about the enterprise development framework from the perspective of", on the one hand, it is policy compliance requirements, and more importantly, it is also dictated by the laws of enterprise development.
In 2021, PepsiCo announced the launch of the "Zhengzhi Plan", marking that it takes sustainable development as its core and is based on the three pillars of "zhengzhi agriculture", "zhengzhi value chain" and "formal products" Driven by leading the development of more sustainable, regenerative and inclusive food and beverage systems to have a positive impact on the planet and people.
By firmly integrating the future direction of the company with the concept of sustainability, we hope to help consumers practice sustainable lifestyles through the transformation of core business and contribute to the realization of China's carbon peak and carbon neutrality goals. Corporate power. Taking sustainable development as one of the strategies of enterprises and brands not only means that the brand will adjust its business layout in an all-round way, but also will continue to increase its efforts to serve the development of China's green society.
It is understood that PepsiCo’s upholding plan consists of three parts, namely upholding agriculture, upholding value chain, and upholding products.
In terms of upholding agriculture, PepsiCo will source key crops and raw materials in a sustainable manner to help restore the earth's ecosystem. In 2022, PepsiCo began to use more than 300 tons of Bonsucro-certified white sugar in Shenzhen PepsiCo and Guangzhou PepsiCo factories to ensure the supply of high-quality raw materials and promote the sustainable development of agriculture.
In terms of upholding the value chain, PepsiCo will be committed to establishing a circular and inclusive value chain, setting a sustainable development benchmark for the industry, and creating greater value for consumers and society.
In 2018, PepsiCo donated US$2 million to support the "Mother's Water Cellar-Green Village" project, becoming the first Fortune 500 group to support this project. The project carries out projects to improve the quality and efficiency of drinking water in rural areas of China, and combines environmental sanitation management, water source protection and women's empowerment to help residents in the project area improve their living environment and raise awareness of water source protection; in the same year, Pepsi-Cola's Zhengzhou factory piloted "near... "Zero Discharge" project, through the transformation of water treatment equipment, graded utilization and other water-saving measures, reduced water demand by 120,000 tons throughout the year.
In 2020, PepsiCo launched the long-term sustainable development project of "PepsiCo Recycling and Blue" - placing recycling equipment offline and building content sections online to attract consumers to participate in plastic recycling, while also joining hands with Shanghai Fashion Week , Subway, Yonghui Supermarket, Shanghai Disney Resort and other partners to promote sustainable concepts and practice sustainable lifestyles with consumers.
In 2021, PepsiCo’s Beijing factory will use recycled plastic to make factory uniforms, plus other fabrics, packaging plastics, etc., reducing plastic emissions by nearly 15 tons.
Starting from January 1 this year, PepsiCo’s Changchun factory, China’s first 100% green power plant, will use renewable energy to replace thermal power generation. PepsiCo also plans to achieve net-zero emissions and conserve water by 2040.
In terms of products, PepsiCo will encourage consumers to make choices through its brands to contribute to creating more smiles for mankind and the earth. In May last year, Pepsi launched the 0-sugar, 0-calorie Gatorade light vitamin electrolyte drink. In the same month, it launched "Smile Fun Bubble" 0-sugar, 0-calorie, 0-fat sparkling water, guiding consumers to actively participate in green environmental protection through novel products. industry. PepsiCo has always been a leader in the market and consumers to meet the increasing needs of consumers and changes in lifestyles.
Sustainability is gradually becoming a more important consideration, but Chinese consumers still value other factors such as quality, convenience and price. The challenge for brands is therefore to find environmentally friendly solutions without discounting these aspects. From "Positive Value Advocacy" to PepsiCo's "Positive Plan", PepsiCo has always regarded positive value and sustainable development as the guide for development. For PepsiCo, sustainable development is not only a corporate responsibility, but also a future way of life.
With the official launch of the "no bottle label" version of Pepsi-Cola, I believe that PepsiCo will continue to accelerate its new journey of sustainable development and drive the realization of a future in which "the earth and people live in harmony".