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Brasil
PackTrends
2020
188
sustainability & ethics
distribution chains. Thirteen companies participated in
this second edition with the following products: AmBev
(2 liters Guaraná Antartica), Kraftfoods (Halls drops),
Danone Brazil (Danoninho yogurt 360g), L’Oréal Brazil
(Elsève line of shampoo, conditioner and combing hair
cream), Kimberly-Clark (Neve Naturali toilet paper),
Mars Brazil (Whiscas cat food line in cans), Philips (32
inches LED TV), SC Johnson Brazil (Pato desinfectant
adhesive strip for toilet bowl), Reckitt Benckiser (Veja
Sensations Perfume), Walmart Brazil Own Brands
(Sentir Bem Oat Flakes), Santher (Snob kitchen paper),
Whirlpool (Inversa refrigerator) and Sara Lee (Pilão
coffee) (WALMART, 2011).
The Coca-Cola Brazil invested on their organic
product, the Matte-Leão (FIGURE 7.7), which was
produced in their new unity, considered a “green
factory”, have received the Leadership Energy and
Environmental Design (LEED) certification, issued
by the Green Building Council, which assures a good
planning on the construction and use of energy. Another
important innovation was the impression of the life
cycle of tea from mate herb on the package, playing
an important role on education and environmental
consciousness. The package has been modernized by
its clean design: 90% of the printing ink quantity has
been reduced.
The company Cargill has shown that is possible
to innovate on traditional products such as the Liza oils
line (FIGURE 7.8), which, even maintaining its shape,
thanks to a re-engineering work on the bottle and
cap, it was possible a 10% reduction on the package
weight, which changed from 22 to 20 grams without
significantly affecting its mechanical performance.
The 18% reduction on the Band-aid box (FIGURE
7.9), a challenge accepted by Johnson & Johnson team,
was not a simple task, due to the complexity of a totally
optimized and adjusted productive process. Besides the
material consumption reduction, there have been gains
on the logistics efficiency, as it is possible to transport
more of it in less volume, also proportionally reducing
the gases emission on the transportation.
FIGURE 7.7
Organic Matte Leao, by Coca-Cola:
90% reduction of the printing ink
Source: Walmart, 2010
FIGURE 7.8
Example of optimization with
packaging weight reduction
Source: Walmart, 2010