The union of the brands provides for the recycling of around 4.5 million plastic cups produced for the seven days of the festival
Circularity. This is the main concept by which Rock in Rio, Heineken, Braskem, Natura and Coca-Cola came together to guide their initiatives during the festival that takes place in September, in Rio de Janeiro.
The merger of the brands provides for the recycling of around 4.5 million plastic cups produced for the seven days of the festival and the material collected in the City of Rock will be transformed by Braskem into circular raw material for the production of perfumed body deodorants packages of several Natura brands.
One of our sustainability goals is circularity. Taking this idea to Rock in Rio and contributing to a more environmentally balanced event is a satisfaction for us, said Eduardo Picarelli, director of the Business Unit of the Heineken brand in Brazil.
The action includes several communications to raise awareness about recycling, starting with the festival, which has been encouraging public engagement for the correct disposal of waste, not only in the dumps, but also at the 4 disposal points spread across Cidade do Rock, where Braskem will also be gift.
It is part of our commitment to make society aware of the conscious use and disposal of plastic waste and to engage everyone in this collective task. If Rock in Rio’s intention is to make the world a better place, we want to be part of it, said Ana Laura Sivieri, marketing and communication director at Braskem.
Coke and Heineken cups will also be stamped with a message to encourage the public to correctly dispose of the material, and plastic materials discarded in Braskem’s action can be exchanged for points that become gifts and special experiences to enjoy the event.
Coca-Cola has made a public commitment to zero the impact of all branded packaging on the planet by 2030. We understand that events like Rock in Rio are great opportunities to engage people with the theme and promote the educational side of socio-environmental impact, said Katielle Haffner, Head of Sustainability, Public Relations and Communications at Coca-Cola Brazil.
After disposal by the public, Comlurb will manage the disposal of plastic waste to partner cooperatives of Rock in Rio Brasil 2022, which will separate it and give the correct destination so that the process of transforming these waste into Braskem’s circular resin is carried out. successfully by Clean Plastic. At the end of the transformation, the recycled resin will be delivered to Natura for the manufacture of packaging for personal care products.
Waste reduction is a long-standing commitment of Natura. Transforming these residues into packages of body deodorants from various Natura lines reaffirms our belief that garbage is not the end, but a new beginning. We are very proud of this joint action at the largest music and entertainment festival in the world because we believe that engaging people in the transformations we want to see in society is fundamental, said Denise Coutinho, Natura’s Marketing Director.
This is not the first time that the cups of the event will be transformed into beauty products. In the 2019 edition of the festival, Heineken cups were transformed into caps for the body deodorant from the Humor da Natura line, also with Braskem’s involvement in the recycling process and Rock in Rio and its partners in the management and separation of waste.
We are a brand that is increasingly committed to helping to build a better world and we are active agents in this construction. This year, in addition to the initiatives with recyclables, we are composting the organic waste from artistic catering and suppliers. We are convinced that we will only be able to do better every day if the entire production chain is involved and if these initiatives are within the reach of more and more companies, concluded Roberta Medina, executive vice president of Rock in Rio.