Passing off a mandatory measure as an individual initiative has become a very common communication method for companies. Recently, McDonald's says it will eliminate plastic toys of its children's menus without mentioning the Agec law. And today it's another multinational that applauds its "innovative" approach while omitting a few details...
Coca-Cola France has announced a major change to its soda bottles: from the end of 2022, these plastic containers will gradually be fitted with an integral cap, i.e. a cap attached to the bottle.
"This approach aims to facilitate the collection and recycling of corks" does not hesitate to declare the group evoking a "innovative solution".
Yes, but..
Coca-Cola France, which recalls in its press release that it has put in place a climate plan "ambitious." In this case, the company forgot to mention that this "initiative" will be mandatory as of July 3, 2024.
What's more, he completely overlooks the fact that, yes, the Solidarity Cap is a personal industry initiative, but not of the Cola-Cola Group.
During the conference on the impact of the new environmental laws at the Unfea congress held last week, Arnaud de Furst, director of the Calypso Design agency, recounted the birth of this particular plug.
A few years ago, Pierre Papillaud, owner of the French group Alma, which includes the Cristaline, Saint-Yorre and Rozana water brands, was disgusted by the images he saw on television. A report shows seabirds gorged with plastic caps. The animals confuse floating waste with food.
The man then imagined this solidarity cap, and in June 2016, he equipped Cristaline spring water bottles with it for the first time. Calypso Design will work on it again in 2017.
Pierre Papillaud, without any legal obligation, chose to work on this problem. And it is even his approach that led the European Community to make attached caps mandatory from July 2024.
