Branding Bioplastics

April 04, 2012

Landor staff
There is still a need to gain more consumer understanding of what bioplastics are and how they benefit consumers and the ecosystem.

I had the opportunity last week to speak at the BioPlastek 2012 forum in Arlington, Virginia. In a room filled with chemists and engineers, I was part of a panel bringing the concepts of branding and marketing to the rapidly-developing industry of bio-based plastics. I discussed the topic of bioplastics and their need to deliver their story to consumers to increase consumer demand and in turn increase material usage.

I was joined on the panel by several esteemed players in the world of green marketing and bio-based packaging. Jacquie Ottman of Ottman Consulting spoke of the need to deliver a clear and understandable message to consumers, taking care to avoid "greenwashing." Kate Lewis from the USDA gave an update on the Biobased Product Certification Program. This program provides on pack product and package biobased content to consumers.

In my presentation I focused on several brands that are using bioplastics and how they are delivering the message to consumers. Coca-Cola has developed their proprietary PlantBottle resin formula and mark and have done a good job promoting it on both Coke and Dasani water. There is still a need to gain more consumer understanding of what bioplastics are and how they benefit consumers and the ecosystem.

In my summary and recommendations, I suggested that all of the bioplastics manufacturers band together as a council and develop a council mark that can be used to promote the industry. Through effective promotion of their materials and with education, consumers could become advocates and encourage manufacturers to use bio-based plastics in their packaging.

Danone_bottle

Category: Brand purpose & sustainability
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