The Coca-Cola Company is aiming to make 25 per cent of its packaging globally to be reusable by 2030. The decision took place after environmental groups have called out the company for worldwide plastic pollution.

Coca-Cola is a top target for consumers. However, investors and environmental groups are concerned about petroleum-based plastic single-use bottles clogging oceans, among other problems.

While reusable or returnable packaging accounted for approximately 16% of company sales in 2020, Coca-Cola has already made several environmental commitments, such as transitioning to 100% recyclable packaging by 2025 and using 50% recycled materials in bottles and cans by 2030

Global Report 

According to the global coalition Break Free From Plastic’s annual report released in October, Coca-Cola was the world’s worst plastic polluter for the fourth year in a row in 2021.

Break Free From Plastic cleaned beaches in 45 countries. Nearly 20,000 Coca-Cola branded products were obscured which accounts for more than the next two largest plastic polluters – PepsiCo Inc and Unilever PLC combined.

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“This is a step in the right direction but we will remain vigilant and continue to pressure the worst plastic polluters in the world until they decide to use only reusable packaging for good,” wrote the organization in a tweet.

“We hope that other companies will follow Coke’s leadership and set reusable packaging targets.” Said Emma Priestland, the group’s global corporate campaign coordinator

Coca-Cola Reusable Packaging 

According to reuse guidelines, Coca-Cola defines reusable packaging that can be refilled with an original product by consumers or companies. The products include refillable fountain drink containers as well as glass and plastic bottles that are refillable or returnable. In 2020, 16% of Coca-Cola’s packaging was reusable.

Fund manager Green Century Capital Management described Coca-Cola’s announcement as “the first known goal of its kind.”

According to Chief Executive Officer James Quincey,

“If Coca-Cola hits its new goal, it will be easier to achieve our objectives of a World Without Waste. We intend to collect back a bottle or can for every one we sell by 2030.”

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“Coca-Cola has a history littered with big announcements and broken promises,” said Steve Hyndside of UK organization City to Sea.

“The test will be whether or not we see a reduction in their single-use plastic bottles that contribute to plastic pollution.”

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Hush Puppies has always been very tactical in its choice of partnerships and their recently successful venture with McDonald’s speaks volumes about it. It is a brand that relates to all demographics and the proof of it is in their diverse collection. From young kids to mature adults, everyone can find a comfortable fit for themselves. So, what could Hush Puppies do to further penetrate the market? They made PeshawariZ!

Adding to the mix of a great product idea is the perfect marketing strategy. Cricket is a well-loved sport throughout the country and with PSL, the sports entertainment and advertising world combine to form a marketing powerhouse. Hence, Hush Puppies chose PSL to advertise their latest products.

Going back to their roots in Peshawar, when one thinks of the style and fashion of the region, the first thing that comes to mind is the Peshawari chappal. An important part of this culture of, Peshawari chappal is revered by a lot of local and international brands. This is the reason why when Hush Puppies initiated a partnership with Peshawar Zalmi and introduced PeshawariZ, it aimed at bringing style, comfort, and most importantly, the Peshawari culture into the mainstream.

While a lot of Hush Puppies’ designs are influenced by western styles, the brand also has always voiced its support for the local artisans and style choices. With their PeshawariZ being a key part of the Har Qadam Hai Zalmi anthem video, everyone can clearly see in the visuals, the variation of style Hush Puppies has brought out. The song that has been performed by Farhan Saeed and Fortitude, featuring cricket superstars like Wahab Riaz, Hussain Talat, Usman Qadir, the product placement is a bold, yet effective move. This means it can relate to everyone, just like their demographics.

With people young and old, men and women shown in the video wearing PeshawriZ with a range of outfits, Hush Puppies has established their latest collection as a fashion statement. To add to that, they have presented the different ways you can rock your new PeshawriZ. There are several scenes in the Peshawar Zalmi anthem video that depicts its usability, a man playing cricket wearing the PeshawariZ sandals, man painting a truck, women enjoying the song; all of them in either traditional, Pakistani, or western attire.

Of course, with the product being so stylish, one has to give credit to its manufacturing process. Thanks to its design that has been executed using a genuine leather top and extra cushioning in the sole to provide maximum comfort and flexibility to the wearer. Features like these in a shoe make them highly wearable and durable.

The marketing tactic of partnerships like these is a global one and a lot of famous fashion labels partner with a mainstream entertainment medium to bring in more crowds to their stores. Hush Puppies may have followed a similar suit but the execution of it points to a huge increase in sales. PeshawariZ is a perfect product to be advertised around Peshawar Zalmi and has brought to light a style that was once restricted to just one Pakistani region.