The strategy to make the project viable is to be able to engage and mobilize the public
Circularity should guide the strategies of some brands at Rock in Rio, which starts this Friday (2), in Rio de Janeiro. Heineken, Braskem, Natura and Coca-Cola, in addition to the event’s own organizer, plan to recycle approximately 4.5 million plastic cups produced for the seven days of entertainment.
Through the partnership, all material collected in the City of Rock will be transformed by Braskem Petrochemicals into raw material for the production of body deodorant packages for the brands that make up Natura’s portfolio.
The strategy to make the project viable involves being able to engage and mobilize the public. For this, it has communication actions, which include messages on Coke and Heineken cups on the subject, and the implementation of Braskem disposal points. The plastic materials delivered at Braskem’s action can still be exchanged for points that become gifts and special experiences.
After collection, Comlurb will be responsible for managing the destination of plastic waste to partner cooperatives. Once the separation and correct disposal is carried out, the process takes place so that the transformation of waste into Braskem’s circular resin is carried out properly by Clean Plastic. The traceability of the operation will be carried out by Reutiliza J, which will feed the Block Chain platform. At the end of the journey, the resin will be delivered to Natura for the manufacture of packaging.
“One of our sustainability goals is circularity. As a brand, we have made a commitment that, by 2030, 80% of glass packaging will be circular. The implementation of a circular economy system, including for bottles long necksa priority commitment of Heineken”, says Eduardo Picarelli, director of the Business Unit of the Heineken brand in Brazil.
According to Natura, currently 81% of all packaging material is reusable, recyclable and compostable. The goal is to reach 100% by the end of the decade. “We are also committed to being a zero carbon company by 2030. Transforming this waste into packaging for body deodorants from various Natura lines, therefore, reaffirms our belief that garbage is not the end, but a new beginning”, explains Denise. Coutinho, marketing director at Natura.
The action is not the first of its kind in the history of Rock in Rio in Brazil. In 2019, Heineken cups were transformed into caps for the body deodorant of the Humor by 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.
