A few years back, agency We Believers came up with a surprising, award-winning idea for U.S.-based Saltwater Brewery that was a winning move for the environment too---edible six-pack rings that could feed--not strangle--wildlife once it hit the oceans.
But Danish brewer Carlsberg has eliminated the need for excess packaging altogether with the Snap Pack--a six-pack that’s held together, simply, by glue.
The idea replaces the plastic that holds Carlsberg cans together with adhesive, and according to the company, will reduce the amount of plastic used in multi-packs by up to 76%--globally, that could add up to 1200 tons a year, the equivalent of 60 million plastic bags.
The idea, running first with cans of the flagship Carlsberg brand, has been three years in the making and accompanies a larger set of sustainable initiatives that include changing inks on bottle labels to improve their recyclability and a coating to make refillable bottles more durable--thus reducing their environmental impact. It’s all part of the brand’s “Together Towards ZERO” sustainability program, in which the brand is shooting for an ambitious goal of zero carbon footprint and zero water waste.
As part of the efforts, Carlsberg has formed a strategic partnership with Danish environmental group Plastic Change while continuing an ongoing with the WWF on sustainability issues.
Carlsberg marked the Snap Pack launch with a new take on Copenhagen’s famous Little Mermaid statue--one created out of Snap Pack cans.
Other brews in Carlsberg’s international portfolio include Kronenbourg/1664, Somersby ciders, Tubor and Holsten.