The company’s initiative has a campaign starring journalist and presenter Evaristo Costa
Ambev launched a campaign with journalist and presenter Evaristo Costa in which he deals with the benefits of returnable bottles both for the environment and for the pocket of Brazilians, since the consumer only pays for the liquid and saves up to 10%. Behind the initiative, the quest to expand the circularity of packaging and make production more environmentally sustainable.
For the action, created by CP+B, it chose packages in the size of 300 ml and 1 liter because they are the most economical and chosen for consumption at home, formats that have options such as Polar, Brahma, Skol and Original. According to the company, the return flow of the bottle between the bar and Ambev is already consolidated. With the initiative, it wants to encourage the operation between home and the bar or home and Zé Delivery, the company’s app that also participates in the action.
“We want to encourage the use of returnable bottles among Brazilians because we understand and recognize the importance of reducing the generation of waste for the environment and reducing the use of natural resources. In the case of returnable packaging, this means that the bottle will be reinserted – safely – in the beer production cycles”, says Karina Turci, packaging sustainability manager at Ambev.
It is a movement that, according to the executive, tends to contribute to the sustainability goals. By 2025, the company expects to have 100% of products in returnable packaging or mostly produced with recycled content. Currently, according to the most recent ESG report, it can recycle 75.4% of aluminum containers, 22.1% in PET and 48.9% in glass.
“We are continually looking for ways to increase recycled material in our packaging and drive higher recycling rates by driving circularity across our vertical operations and across our supply chain through the recovery and reuse of glass, aluminum and PET.” continues Turci.
Among the examples of this search, he mentions the result with Guaraná Antarctica, which became the first soft drink to have bottles made with 100% recycled PET; and Colorado, which presented a 100% recycled glass bottle made from broken glass, a process that does not require the use of virgin raw materials and contributes to the reduction of energy use.
