4. The addition of How2Recycle labels to all packages.
This will help educate and encourage consumers to recycle after use and will be rolling out on all Dasani packaging starting this fall (sample image for a generic plastic bottle is shown above).
“How2Recycle is being adopted by industry and we are looking at it from a North America Coca-Cola perspective and applying it as opportunities arise,” says Shah. “We believe this is a great step forward in consumer education—consistent messaging can go a long way in increasing the amount of recycling behavior we see. Our package itself is an important piece of real estate and a key touchpoint with consumers. While consumers may be familiar with recycling for aluminum and PET, we still want to progress towards more. Our goal is to collect an equivalent of every package we put into the market. We are looking at applying the How2Recycle label across the Dasani portfolio.”
5. The expansion of package-less Dasani PureFill water dispensers
In deploying 100 PureFill units across the country beginning in fall 2019, the only non-packaging aspect of these initiatives aims to reduce the amount of prepackaged bottled water that consumers use while making it more convenient for them to enjoy the brand.
According to Shah, the additional units are a smaller footprint evolution of the successful Coca-Cola Freestyle platform, and garner more efficiencies and scale than the previous test version of PureFill. It’s a compact countertop unit with a smaller that features the proven microcartridge technology loaded with flavor ingredients. Consumers can drink Dasani as-is piped and filtered from local water supplies or enjoy the brand flavored in still or sparkling versions.
Shah says it can be used by a lot of different types of foodservice outlets. “Operators need only a water supply and power,” she adds, “and consumers might have refillable container to use.”
Another benefit of the units is that they provide the company with consumer information about flavor preferences and how they use the system.
A foundation built on smart design
A common thread that guides and supports these five sustainably-focused endeavors is what Shah calls smart design.
“Designing our packages to reduce the amount of raw materials used and incorporating recycled and renewable content in our bottles to help drive a circular economy for our packaging is an important part of our commitment to doing business the right way,” she says. “We are working diligently to continually reduce our overall environmental footprint through smarter package design, procurement of recycled and renewable materials while continuing to deliver exceptional consumer experiences.”
Shah identifies the three components of smart design:
1. Consumer or customer focus design. We want packages that are convenient, compelling and easy to use.
2. Sustainability. It is really at the center of things. We want each of the packages we launch to incorporate recycled content, are recyclable and maximize the materials we leverage for that package or design.
3. Leveraging our scale and efficiencies. It's the only way we can bring that package forward into the market.
“When we can maximize each of those, we have what we call a ‘winning package’,” she tells Packaging Digest.