Lotte Chilsung Beverage has unveiled a groundbreaking 500-milliliter Chilsung Cider bottle crafted from 100% recycled plastic. This launch marks a significant milestone as the first instance of a beverage company in South Korea utilizing 100% mechanically recycled PET for its bottling.
This initiative arrives as the South Korean government strengthens its recycling regulations under the Resource Circulation Act. This law mandates that bottled water and non-alcoholic beverage producers who utilize over 5,000 tons of PET annually must incorporate a minimum of 10% recycled materials, commencing this year. Lotte Chilsung stated that the development of this new bottle was driven by anticipation of these upcoming regulations.
By transitioning to entirely recycled plastic for these bottles, the company anticipates a reduction of approximately 2,200 tons in plastic usage. Furthermore, they project a decrease of around 2,900 tons in annual carbon emissions.
The company emphasized that this endeavor aims to lessen the environmental consequences associated with landfill disposal and the incineration of plastic waste. It also aligns with their broader commitment to carbon neutrality and environmental, social, and governance (ESG) objectives.
The updated packaging includes a prominent “100% recycled bottle” mark on the label. In addition, the bottle’s base has been redesigned with an embossed, angular pattern to improve grip and overall usability, replacing the previously used rounded shape.
The launch is being supported by a marketing campaign centered around the core message, “The First Changes Everything.” The campaign videos, featuring migratory birds and penguins, have garnered considerable attention, accumulating over 50 million views across YouTube and Instagram within roughly one month of release.
Lotte Chilsung stated that the goal of the initiative is to underscore the innovation and leadership associated with being a pioneer in the industry. It also seeks to motivate consumers to actively participate in sustainability initiatives through their everyday purchasing choices.
According to a company spokesperson, the introduction of the completely recycled bottle signifies a turning point that could establish a new standard for beverage packaging within Korea. The spokesperson further stated that Chilsung Cider will continue to evolve while preserving its status as one of the nation’s most popular and beloved soft drink brands.
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