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Packaged.The 7th Global Summit
June 25-26, 2018, Amsterdam
Hans van Bochove,
VP Public Affairs Europe - Coca-ColaChairman, EUROPEN
Packaging with the end in mindConsumer Preferences, Societal Views and Regulatory Developments
and Industry’s Response
NATIONAL PACKAGING ASSOCIATIONS
EUROPEN MEMBERS
RAW MATERIAL
SUPPLIERS
PACKAGING USERS /
BRAND OWNERS
PACKAGING DESIGNERS
MANUFACTURERS
All packaging materialsequally important
1916
FUNCTIONALITYDISTINCTION
ATTRACTIVENESS
2018
& CONNECTIONFUN
PACKAGING, THE FIRST THINGCONSUMERS SEE
PACKAGING, THE LAST THINGCONSUMERS SEE
Source: The Coca-Cola Company Consumer Research, 2016, 13k respondents across 6 Western European countries
CONSUMERS CAREABOUT RECYCLING
STAKEHOLDERS / MEDIA CARE ABOUT LITTER and
RECYCLING
MEDIA CARE ABOUT LITTER and
RECYCLING
POLICY MAKERSCARE ABOUT
LITTER and RECYCLING
Higher Recycling Targets
(Plastics)
Reuse
Internal Market
legal base
Extended
Producer
Responsibility
Environment
legal base
Waste FrameworkDirective
Packaging & Packaging Waste
Directive
€
● Phase out Single-Use Plastics(plastic bags bis)
● Boost use of recycled contento Pledging (September 30, 2018)o Assessment regulatory / economic incentives
● Legislative proposal on SUP (May 28, 2018)
● Eco-designredefining Essential Requirements from the
PPWD (2018 onwards)
● Guidance on modulation of EPR fees (2019)
● Guidance on separate collection and sorting of plastic waste (2019)
● EU ‘Plastics Tax’ in EU MFF
Concretely:
● Significant reduction of certain products, with national (reuse) targets and economic
instruments (Annex, part A)
o (Fast) food containers, beverage cups
● Ban of certain products (Annex, part B)o Cotton bud sticks, cutlery, plates, straws,
stirrers and balloon sticks
● Extended Producer Responsibility for certain products – packaging, including clean-up
costs for marine litter (Annex, part C)
o (Fast) food containers, packers, wrappers
o Beverage containers, cups and cup lids
o Filter cigarettes
o Wet wipes, sanitary towels, tampons
o Balloons and plastic carrier bags
● Specific criteria for plastic beverage bottles o 90% collection by 2025 and tethered caps
Concretely:EU Directive on the reduction of the impact of certain Single-Use –Plastics on the Environment
SUP
W-EUROPE GLOBAL
C 2ALMOST HALF OF OUR
CARBON FOOTPRINTCOMES FROM PACKAGING
100% by 2025100% by 2025
50% by 2025a/o renewable material
leverage our brand power
RECYCLABILITYCOLLECTION USE OF rPETINNOVATIONINSPIRE CONSUMERS
Making of Coca-Cola 'Love Story'
https://www.youtube.com/watch?v=tT81G9px3w8
Coca-Cola Infomercial 'Love Story'
https://www.youtube.com/watch?v=e8tF9XevVlo
INSPIRING CONSUMERSLEVERAGING
BRAND POWER
https://www.youtube.com/watch?v=tT81G9px3w8https://www.youtube.com/watch?v=e8tF9XevVlo
INSPIRING CONSUMERS LEVERAGING BRAND POWER
: