A packaging renovation journey based on ecodesign principles

Objectives of the initiative

Snapple® brand has been on a packaging renovation journey since November 2018. Through in-depth consumer research, design exploration and concept validation, Snapple® has connected with the consumer, studied its brand and explored the best way to optimize its packaging.

In Canada, the 473mL Snapple® bottle first transitioned from glass to virgin polyethylene terephthalate (PET) in 2019, and then to 100% post-consumer recycled PET (rPET) in 2021 (excluding the cap and label).

Challenges

The change to rPET was made as part of a broader renovation of the brand and transition from heavier weight PET bottles with metal lug screwcaps and paper labels. This included changes in suppliers of caps, bottles, and labels and required a concerted cross-functional effort by several Keurig Dr Pepper Canada teams including brand, marketing, innovation, packaging research and development, procurement, and other supply chain functions.

One challenge we faced in transitioning from a heavier PET bottle was changing the cap from the iconic metal lug, which provided a familiar "pop" to consumers when they opened a new bottle. We performed extensive market testing and ultimately updated the brand through the use of a brand new, contoured PET bottle, made from recycled content, which together with the cap and label, improves the package’s recyclability potential.

In terms of consumer perception, a challenge was ensuring that the rPET bottle appeared as close as possible to virgin plastic and maintained a ‘’premium” feeling compared to the sturdiness of glass, while maintaining the Snapple® identity.

Benefits

In comparison to the initial glass bottle, this new rPET packaging is 87% lighter than glass, reducing greenhouse gas emissions by allowing more rPET bottles to be transported on the same size truck compared to glass bottles, and therefore, resulting in fewer trucks on the road.

In terms of manufacturing cost, rPET material is less dense than glass, reducing inbound transport and direct procurement costs, and its use generates less material loss due to breakage. Reducing the number of trucks on the road (see explanations above) also significantly decreases transportation costs.

From a marketing standpoint, Snapple®’s packaging renovation addressed brand opportunities to unlock future potential. Its updated packaging and graphics elevated consumer experience, while improving brand relevance, appeal and perception. Finally, the bottle’s recyclability and recycled content delivered sustainability benefits that speak to younger consumers’ values.