As a "veteran player" in the global beverage track, Pepsi's new packaging not only achieved new breakthroughs in visual effects and consumption experience, but also conveyed the concept of "environmental protection without bottle label" to consumers, actively emphasized environmental protection, and invited consumers to participate in sustainable development and enjoy a bright future.
The catering industry has entered the era of stock game, and consumer demand has changed. In the new consumer demand-driven environment, it is more urgent for brands to consolidate their product strength and seek new opportunities in all aspects.
In recent years, sustainable development has gradually become the trend of brand development, and product packaging is only one of the media for brands to communicate with consumers.
According to Mintel's insight into global consumer trends in 2022, in the future, consumers' behavior will change and evolve with the five global trends of controlling everything and enjoying freely, among which climate issues are raised independently from environmental protection for the first time, and people's thinking about the climate situation has reached a new stage.
According to Global Sustainable Packaging Trends and Prospects in 2022, 65% of the respondents expressed the hope that packaging could reduce the impact on the environment, and believed that the use of environmentally friendly packaging for commodities could effectively promote resource conservation and environmental friendliness.
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, hoping that brands can not only help them reduce their impact on climate and environment, but also ensure that their actions will not make the existing situation worse.
As a Pepsi company with sustainable development as its core, sustainable development was formally incorporated into the overall business development strategy in 20021year. This new packaging is not only the implementation and practice of Pepsi's sustainable development strategy, but also provides consumers with a sustainable lifestyle choice of environmental protection packaging.
In the product packaging design, Pepsi chose the original coke in 300ml mini bottle, which is common to consumers, for packaging adjustment. The "label-free" version of Pepsi not only retains the classic patented bottle body design, but also reduces the ink printing on the plastic label of the bottle body and bottle cap. As an alternative, it is a brand trademark and product name in relief, which is simple and generous, highlighting the core logo of the brand.
This design not only reduces the use of materials and energy in the production process, but also simplifies the separation steps of bottles and labels in the recycling process, improves the recycling rate, and effectively reduces the carbon emissions caused by excessive energy use. In addition, Pepsi also uses laser printing technology to present product traceability, shelf life and other information above the bottle body, which is convenient for consumers to understand.
"Sustainable development" has been put forward since 1980s. With the continuous progress of social knowledge, scientific information and economic globalization, the world has gradually entered the 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 more time, space and opportunities, they all strive to develop their comprehensive strength of sustainable development.
However, today, many enterprises only define sustainable development as a project system from the perspective of operating cost and return on investment, and regard it as the goal of a certain stage of enterprise development, which lacks consistency, continuity and integrity. Both macro-level sustainable development and micro-level products and operations are facing many challenges in the follow-up.
However, with the sustainable development and the setting of the "carbon" goal, more and more enterprises began to think about the development strategy from the perspective of strategy and top-level design, and the enterprise development framework from the perspective of "the combination of enterprise development and social responsibility". On the one hand, it is the requirement of policy compliance, and more out of the law of enterprise development.
In 20021year, PepsiCo announced the launch of the "active plan", which indicated that sustainable development was the core, driven by the three pillars of "active agriculture", "active value chain" and "formal products", and led the development of a more sustainable, renewable and inclusive catering system, which had a positive impact on the earth and human beings.
Firmly combine the future trend of enterprises with the concept of sustainable development, and hope that through the transformation of core business, we can practice a sustainable lifestyle with consumers and make contributions to the realization of carbon neutrality at the peak of carbon dioxide emission in China. Taking sustainable development as one of the strategies of enterprises and brands not only means that brands will comprehensively adjust their business layout, but also will continue to serve the development of green society in China.
It is understood that Pepsi's positive plan includes three parts, namely, positive agriculture, positive value chain and positive products.
In agriculture, PepsiCo will purchase major crops and raw materials in a sustainable way to help restore the earth's ecosystem. In 2022, Pepsi began to use more than 300 tons of white sugar certified by Bonsucro in Shenzhen Pepsi Factory and Guangzhou Pepsi Factory to ensure the supply of high-quality raw materials and promote the sustainable development of agriculture.
In terms of positive value chain, PepsiCo will strive to establish a circular and inclusive value chain, set a sustainable development benchmark for the industry and create greater value for consumers and society.
In 20 18, PepsiCo donated 2 million dollars to support the project "Mother's Water Cellar-Green Village", becoming the first Fortune 500 group to support this project. The project carries out drinking water quality improvement and efficiency improvement projects in rural areas of China, combining environmental sanitation management, water source protection and women's empowerment to help residents in the project area improve their living environment and raise their awareness of water source protection; In the same year, Pepsi-Cola Zhengzhou Factory piloted a "near zero emission" project, which reduced water demand by 6.5438+0.2 million tons through water-saving measures such as reforming water treatment equipment and grading utilization.
In 2020, PepsiCo launched the long-term sustainable development project of "Pepsi Recycling and Blue Peer"-placing recycling equipment offline and building content boards online to attract consumers to participate in plastic recycling. At the same time, it joined hands with partners such as Shanghai Fashion Week, Subway, Yonghui Supermarket and Shanghai Disney Resort to publicize the concept of sustainable development and practice a sustainable lifestyle with consumers.
In 20021year, PepsiCo Beijing factory used recycled plastics to make factory clothes, and together with other fabrics and packaging plastics, * * * reduced plastic emissions by nearly 15 tons.
Since June 65438+1 October1this year, Pepsi has used renewable energy to replace thermal power generation in Changchun, the first 100% green power plant in China. PepsiCo also plans to achieve zero net emissions and active water use by 2040.
In terms of products, PepsiCo will encourage consumers to make choices through their brands and contribute to creating more smiles for mankind and the planet. In May last year, PepsiCo launched Gatorade light vitamin electrolyte beverage with 0 sugar and 0 calorie, and in the same month, it launched "Smile Fun Bubble" with 0 sugar, 0 calorie and 0 fat bubble water to guide consumers to actively participate in the green environmental protection industry through novel products. PepsiCo has always been a guide to the market and consumers, meeting the needs of consumers and lifestyle changes.
Sustainability has gradually become a more important consideration, but consumers in China still pay more attention to other factors, such as quality, convenience and price. Therefore, the challenge facing the brand is that it is impossible to find an environmentally friendly solution under the premise of discounting these aspects. From Pepsi's "positive value advocacy" to "positive planning", Pepsi always regards positive value and sustainable development as the guide of development. For Pepsi, sustainable development is not only the responsibility of enterprises, but also the future lifestyle.
With the official listing of Pepsi-Cola "Bottleless" version, it is believed that Pepsi will continue to accelerate the new journey of sustainable development and drive a future of "harmony between the earth and people".