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Business Reporter: The packaging crossroads for marketers

06.12.2019

Business Reporter - The packaging crossroads for marketing

By James Delves, CIM's Head of PR and External Engagement

Commercial packaging has been in use for centuries, seen as not just an essential way to ensure that food products are fit for consumption, but also by marketers as a means to make products truly iconic. Coca-Cola isn’t perceived by millions as being a brown, sugary liquid – it’s a cold glass bottle with beads of moisture running down the side, instantly driving cravings. The same is true for Toblerone, Heinz ketchup, Doritos… the list of memorable brand packaging goes on.  

But the added value of even a great design is no longer enough. In late 2017, the BBC aired its long-awaited sequel to the original Blue Planet documentary, and in doing so laid bare the vast scale of the impact discarded packaging is having on the world. Alongside growing public awareness, this galvanised the marketing sector to see eco-packaging as an opportunity and to look beyond packaging to supply chains and the sourcing of materials. Almost 20 months later, a long, diverse list of organisations have modernised their packaging by reducing the use of plastic and other potentially damaging materials. This list includes Aldi, Burberry, Costa, Dell, Evian, Carlsberg, Coca-Cola, Iceland, Morrisons, Nestlé, IKEA, Lidl, McDonald’s, Tottenham Hotspur, Volvo and Walmart just for starters. Asda alone reported that it had saved 6,500 tonnes of plastic last year by changing or removing packaging from some of its own-brand products.

To read the full article, click here: https://business-reporter.foleon.com/business-reporter-2019/the-future-of-sustainable-packaging/the-packaging-crossroads-for-marketing/ 

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