Branding Trend： Why does coca-cola do the trials on the paper bottle?

In my impression, coca-cola is an international leading brand, it is old, but always leading the trend. So that’s why coca-cola choose to collaborate with Paboco — to develop paper bottle packages — even without a plastic liner.

Now let me enumerate 3 connections about this case that I observed:

The first is brand image, coca-cola is always attentive to attract young consumers, their ads always transfer images that a group of young people, laughing and drinking their carbonated drinks, and even accompanied by bubbles sprayed on the whole screen. However, the new generation called Gen Z is different from the other generations. In the digital age, they don’t like too much information at all. And they do really care about the environment they lived in. So coca-cola must do some changes — to please the audience who are willing to pay more for sustainable products.

And second, I found that coca-cola has set a goal of producing zero waste by 2030. The goal’s deadline is the same as the SDGs also known as Sustainable Development Goals, which are initiated by United Nations. So I think coca-cola, as a well-known and international entrepreneur, must under pressure.

The last is material. In fact, there is another substitute packaging material called PLA in the existing market. Its full name is Polylactic Acid. It is a plant-based material — generally used to replace single-use plastic packages. The famous brand Starbucks is using PLA as a cold drink cup. I think coca-cola didn’t choose PLA is because people have awareness of paper — rather than an unfamiliar chemical name.

To sum up, I think awareness of eco-friendly and producing sustainable products is a global trend. No matter what character we play, who is really friendly to the environment, or trying to profit, we are conducting to open a new world that has no more pollution.

Thank you for reading my thoughts and look forward to your feedback.