Coca-Cola and Fresca Promote Sustainability with Eco-Friendly Cups for Fiestas Patrias

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Challenge

During the Mexican Independence celebrations, Coca-Cola aimed to strengthen its market presence while promoting sustainable practices among its consumers. The goal was to offer an attractive and functional promotional item that reflected the brand's values and fostered environmental awareness.

Key Objectives:

Offer an eye-catching promotional item that resonated with the festive spirit of Mexican Independence.
Incorporate eco-friendly materials that reduce environmental impact and promote sustainability.
Increase brand visibility at the point of sale through an innovative and useful product for consumers.

Solution

To address this challenge, Coca-Cola collaborated with AIM to design, develop, and produce eco-friendly promotional cups under the Ecoware line. These cups were made using a combination of agave fibers and other biodegradable materials, offering a sustainable alternative to conventional plastic cups.

Key Features:

Sustainable Materials: The integration of agave fibers ensures the cups are biodegradable, reducing plastic waste generation.
Attractive Design: The cups featured Coca-Cola's distinctive colors and logo, aligning with the brand’s identity and strengthening its presence during the celebrations.
Reusable and Durable: Unlike disposable cups, these eco-friendly cups are designed to be reused multiple times, encouraging responsible consumption habits among users.

The production of these cups not only met Coca-Cola's promotional objectives but also reflected its commitment to sustainable innovation and environmental respect.

Results

The introduction of the Ecoware eco-friendly cups during the Mexican Independence celebrations resulted in several significant benefits:

Increased Consumer Engagement: The cups became a sought-after item during the celebrations, boosting consumer interaction with the brand at the point of sale.
Strengthened Corporate Image: By adopting sustainable practices, Coca-Cola reinforced its reputation as a responsible, environmentally-conscious company, aligning with the expectations of modern consumers. As Victor Treviño, Director of Energy and Sustainability at FEMSA, stated: "Transparency and climate action are key to a sustainable future, and at FEMSA, we work every day to be part of the solution." (elestimulo.com)
Environmental Impact Reduction: The use of biodegradable materials helped reduce waste generation, supporting global sustainability efforts. According to Coca-Cola's Sustainability Report, "In 2022, Coca-Cola reduced its greenhouse gas emissions by 20.4% compared to 2019." (corresponsables.com)

This case demonstrates how integrating eco-friendly solutions into promotional strategies is not only feasible but also beneficial for both brands and the environment.

Conclusion

The collaboration between Coca-Cola and AIM in creating eco-friendly promotional cups for the Mexican Independence celebrations is a prime example of how companies can innovate in their promotional campaigns while promoting sustainability. By choosing environmentally friendly materials and offering reusable products, Coca-Cola not only celebrated a national tradition but also contributed to environmental awareness and action among its consumers.

Is your company ready to take the next step towards more sustainable and effective promotions? Discover how our eco-friendly solutions can transform your marketing strategy and strengthen your commitment to the planet.

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