The Coca-Cola green initiative called 'Give it Back' might be a catalyst in how brands approach the design of their packaging. The 'Give it Back' initiative uses cardboard as the basis for the shelving unit and asks retailers to return the shelves to the soft drink manufacturer when they are done. What is really interesting about this Coca-Cola green initiative is that it has elected to have the unfinished edges exposed on the cardboard structure.
Leaving the edges unfinished is a bold move that calls attention to the structure. By doing so, the soft drink manufacturer is saying that the material is good enough for it. Such a bold move might encourage other companies to think about their products own life spans.
Ingenious Eco Displays
Coca-Cola Green Initiative Set to Spark Green Arms Race
Trend Themes
1. Sustainable Packaging - The 'Give it Back' initiative by Coca-Cola sparks a green arms race in how brands approach the design of their packaging, opening up opportunities for innovative sustainable packaging solutions.
2. Circular Economy - Coca-Cola's 'Give it Back' initiative, which asks retailers to return the shelves to the soft drink manufacturer, highlights the potential for a circular economy model in industries that rely on temporary display units.
3. Material Reuse - The unfinished edges on Coca-Cola's cardboard shelving structure demonstrate the potential for material reuse in various industries, leading to innovative ways of utilizing and repurposing resources.
Industry Implications
1. Beverage Packaging - The Coca-Cola green initiative signals a disruptive innovation opportunity in the beverage packaging industry by encouraging other companies to adopt sustainable packaging designs and materials.
2. Retail Display - Coca-Cola's 'Give it Back' initiative sets an example for the retail display industry, presenting an opportunity to create more eco-friendly and reusable display units.
3. Circulation Logistics - The need for retailers to return the shelves to Coca-Cola opens up a disruptive innovation opportunity in the circulation logistics industry, requiring efficient and cost-effective reverse supply chain systems.