品牌也能“”!

 

   
“低碳”及“低碳生活”目前已是流行词,而“碳中立”(carbon
neutral
表达今天则是首次见到。根据MARQUES
Class
46
本年4月1日的报道,可口可乐公司准备在德国推出绿色易拉罐包装的可口可乐,以进一步将该公司做出的“碳中立”承诺广而告之。

   
据称,此举可能是受麦当劳公司的启发。麦当劳曾决定将其在德国的餐厅之logo底色改为绿色,以强调其保护生态的承诺。但麦当劳公司随后宣布取消了这种改色计划。

   
随后查了一下资料,发现可口可乐历史上也曾经有过如左图所示的绿色瓶。而且,该公司在2009年12月16日就宣布,要采用植物纤维制作的塑料瓶,并于哥本哈根气候会议期间,摆上了丹麦的货架(下图)。从图中可知,这种低碳瓶的30%的材料属于植物纤维,100%的可以回收使用。

  

   此外,在温哥华冬奥会和残疾人冬奥会期间,可口可乐公司也向世人展示了其低碳奥运会的努力计划(下文摘自一个名为Trilepundit的网站):

   
Coke’s
Robust 2010 Olympic Games Recycling
Efforts:

  • Coca -Cola
    associates are wearing apparel made out of recycled PET bottles.
    Each uniform contains up to 120 recycled bottles. Athletes will
    also receive t-shirts made out of recycled bottles. The measure
    adds up to about 33,000 green wearable items.
  • Posters,
    menu boards, and other materials used in concessions, are made out
    of POST consumer recycled plastic and will be recycled after the
    event.
  • All PET
    containers sold during the Games will be recycled. More than 1,400
    recycling bins will be available during the Olympics. Coke
    estimates 7 million bottles will be served during the
    events.
  • Coke is
    selling its
    newly designed
    PlantBottles
    , which are
    100 percent recyclable. PlantBottles are comprised of up to 30
    percent renewable plant-based materials made from sugar cane juice
    and/or molasses. According to a
    company press
    release
    , Coke
    hopes to produce 2 billion PlantBottles by the end of this
    year.
  • Coffee, tea
    and cocoa is being sold in 100 percent compostable packaging
    consisting of a cup, sleeve
    and lid.
  • Furniture
    and displays at Far Coast installations,
     located in the athletes’ villages, are created
    from blue pine wood salvaged from the Mountain Pine-Beetle epidemic
    in British Columbia.

   
More Coca-Cola Olympic Game Green
Efforts:

  • Coke’s
    “Green Team,” comprised of teams of volunteers, will clean up after
    lunch and dinner, making sure all products sold by Coke will be
    recycled.
  • Approximately
    1,400 newly designed, Coca-cola coolers (made without
    hydrofluorocarbons) and vending machines will be used. The
    new refrigerant technology, which has never been used before in
    North America and will reduce greenhouse gas emissions by about
    5,600 metric tons compared to older technology, will be placed
    throughout Games venues.
  • 85 percent
    of the vehicles used by Coke associates will be hybrid or high
    efficiency delivery vehicles. This measure includes a fleet of
    hybrid trucks and electric carts.
  • Coke is
    running an interactive kiosk, manned by past Olympic athletes, for
    current athletes to take a personal sustainability
    pledge.

    
由此看来,品牌及其包装也可成为低碳社会的建设工具,知识产权与技术发展的能动性再次得到验证。而另一方面,新的技术发展趋势,也可令我们凭低碳之草船借品牌光大之箭。王清浅陋,尚没掌握中国企业,不管是坐拥大品牌的大企业,还是正在为品牌建设苦苦努力的小企业,借低碳之机,塑品牌形象的举动。你如果有事例的话,请告诉我吧!

 

 

 

 

 

 

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