{SOFT DRINKS | B2C | UK, GERMANY, ITALY, SPAIN}
BUSINESS OBJECTIVE
Coca-Cola sought to understand how consumers perceive and define sustainability and sustainable packaging in order to prioritise a number of concept environmental initiatives. The primary objective was to identify which sustainability initiative concepts to invest in, ensuring the company’s CSR efforts align with market demands and bolster its environmental leadership.
A Deep Dive into Consumer Perception and Conceptual Associations...
Designed and carried out a series of face-to-face consumer workshops in the UK, Germany, Spain and Italy, that included the following activities:
Conceptual Profiling: Explored consumer perceptions and definitions of sustainability in general and in the context of packaging.
Preference Mapping: Evaluated consumer preferences in order to uncover the most favoured sustainability executions in the context of soft drinks and packaging.
Concept Testing & Ranking: Evaluated a number of sustainability concepts, followed by ranking based on consumer desirability and perceived impact.
Actionable Guidelines: Collected and filtered the raw insights from the consumer workshops to compile a set of strategic recommendations for refining the most promising concepts, ensuring they meet both sustainability goals and consumer expectations.
Paper-based materials for the win...
Based on consumer feedback, the paper bottle concept was the highest-ranked initiative. In February 2021, Coca-Cola launched the first trial of the paper bottle prototype across Europe, cementing its commitment to reducing plastic waste and driving sustainable innovation in the beverage industry.
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