Brasil Pack Trends 2020

BrasilPackTrends2020 190 sustainabi l ity & ethics Another good example of package optimization has been adopted for the Os-cal calcium supplement ( FIGURE 7.13 ) from GlaxoSmithKline (GKS) company. In 2010, GSK launched a new packaging system, eliminating the labeling and secondary cardboard packaging, transferring information required for a shrink label along the entire body of the primary container of high density polyethylene. For the annual sales volume, the company disclosed that saved 208 tons of paper and reduced the carbon emissions by 150 tons (MOHAN, 2010). FIGURE 7.13 Example of package optimization Source: Press release Reducing the weight of packaging is one of the main ways to act to lower consumption of natural resources. With the optimization of production processes and investment in new technologies, you can often get a significant reduction in the use of renewable or non- renewable natural sources. This reduction, however, must be validated technically so there is no compromise in the quality of the packaged product. In practice, only significant reductions bring environmental improvements that contribute to the valorization of the brand (HILL, 2010). In the glass containers sector there is also a strong movement for the weight reduction with significant benefits both financial and environmental, since it involves the reduction on the natural resources consumption (raw material needed for glass fabrication), less water and energy consumption and less costs related to the finished product, with consequent reduction of greenhouse gases emission, especially CO 2 . Originally produced in 1916, the contour bottle in the shape of Coca-Cola is a globally recognized icon that allows quick identification of the brand by the consumer. In 2007, the company introduced its new pack of 330 mL “ultra” light-weight, 20% lighter, going from 263 to 210 g. The packaging has even a slight change in shape, becoming wider 0.1 mm and about 13 mm lower than the original package (FIGURE 7.14). With a lighter package was estimated reduction in annual consumption of 3.5 thousand tons of raw materials and reduction of 2.2 tons of CO 2 (HILL, 2010; FAMOUS..., 2007). FIGURE 7.14 Example of redesign/weight reduction of glass package Source: Press release In Brazil, Coca-Cola Guararapes and Coca-Cola Norsa (Coke’s franchises in the States of Bahia , Ceará , Piauí and Rio Grande do Norte ) also bet on a new 290