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案例简介：背景 丹麦啤酒制造商嘉士伯 (Carlsberg) 为其六包包装推出了一种创新的新包装解决方案，称为Snap Pack。 Snap Pack用一种开创性的技术代替了嘉士伯六包周围使用的塑料包装，而是将其罐头粘合在一起。这是世界上第一个啤酒行业，它将传统多包装中使用的塑料量减少了多达76%。制作了三年，Snap Pack只是嘉士伯在2018年9月宣布的众多可持续包装解决方案之一。 这些创新代表了嘉士伯集团可持续发展计划的一系列面向消费者的表现形式中的第一个，共同迈向零，其中包括零碳足迹和零浪费水的野心。它们首先被应用于旗舰嘉士伯品牌，以推动不断的重新评估和改进。这有助于以有意义的方式进一步证实 “可能是世界上最好的啤酒” 的标志性口号-为消费者提供美味的啤酒，也有助于他们减少对环境的影响。 描述您所在地区的文化/社会/政治/环境气候以及在此背景下您的竞选活动的重要性 在世界范围内，塑料是每个人的热门话题。塑料污染正在接管我们的海岸线，并对人类，动物，水道，海洋和整个环境产生有毒影响。 各国正在严厉打击塑料的使用，实施新的法律和措施以减少塑料污染量。 在过去几年的海洋生物中，有许多照片浮出水面，它们的头被用来将六包啤酒装在一起的笨重的塑料环中，以某种方式最终出现在我们的海洋中。 作为一个在150多个市场销售产品的全球品牌，Snap Pack只是嘉士伯自己采取的方式之一，以帮助有所作为，并在全球范围内打击塑料污染的斗争中发挥自己的作用。 描述创意 (投票30%) 塑料收缩包装和戒指用于将多包罐装饮料 (尤其是啤酒) 固定在一起。 50多年来，这一直是全行业标准的包装设备，但它们已成为环境祸害-加剧了海洋塑料污染，并对海洋生物和全球酿酒商的形象构成威胁。 Snap Pack是一种可持续的包装解决方案，可将易拉罐以多包装形式 “粘” 在一起-允许用户在需要时轻松地将其 “折断”。 描述策略 (投票20%) 嘉士伯想以身作则。作为对能源中立和零碳足迹的整体承诺的一部分，他们希望向消费者和其他啤酒厂展示，有可能减少酿造行业的塑料废物和环境影响，因为超过40% 价值链的碳足迹来自包装。 从根本上讲，该策略基于以可比的价格创建创新的产品和包装设计，并允许消费者做出更智能，更可持续的选择。 尽管该活动在全球范围内聚集了大量积极的媒体，但该策略并不是要获得PR，而是要创建一种有意义的，可持续的产品和包装方式，所有消费者都可以购买。任何地方。随时都可以。 描述执行 (投票20%) 最终的Snap Pack设计是与KHS systems合作多年产品研发的结果，于今年年底在丹麦，挪威和英国三个主要市场的2018年9月推出。 该设计剥离了所有多余的收缩包装，减少了76% 的塑料包装，并用微小的胶水点代替了臭名昭著的六包环。这种新型的六包具有时尚，最小的设计，并将减少嘉士伯的塑料废物每年1200吨 (相当于6000万个塑料袋)。 新设计得到了各种竞选材料的支持，以及机场和零售业的简单海报，带有简单的哲学思想: “如果我们团结在一起，我们能减少塑料垃圾吗？大概吧。” 描述结果/影响 (投票30%) 除了减少1200吨的塑料废物嘉士伯计划每年减少之外，Snap Pack设计一直是该品牌可持续发展计划的一个非常明显的先锋，将他们的承诺交到消费者手中。 新设计获得了超过15亿的媒体印象和计数。福布斯、BBC、卫报以及世界自然基金会和世界经济论坛等机构的记者进行了积极报道。 自从Snap Pack在丹麦推出以来，嘉士伯六包的销量19% 增长。在英国，该国最大的零售商乐购 (TESCO) 现在拥有由于包装的原因，arted出售了Carlsberg，向其他企业表明，为可持续发展而设计确实是一项不错的投资。 自去年推出Snap Pack以来，嘉士伯的全球增长6% 增长。迄今为止，嘉士伯已经售出了超过3000万升的Snap包装啤酒。
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案例简介：Background In a world first for the beer industry, the Danish brewer Carlsberg introduced an innovative new packaging solution for its six packs called the Snap Pack. The Snap Pack replaces the plastic wrapping used around Carlsberg’s six packs with a pioneering technology that instead glues its cans together. A world’s first for the beer industry, it reduces the amount of plastic used in traditional multipacks by up to 76%. Three years in the making, the Snap Pack is just one of a number of sustainable packaging solutions from Carlsberg which were announced in September 2018. The innovations represent the first of a series of consumer-facing manifestations of the Carlsberg Group’s sustainability programme, Together Towards ZERO, which includes ambitions of a ZERO carbon footprint and ZERO water waste. They have first been applied on the flagship Carlsberg brand to drive constant reappraisal and refinement. This has helped to further substantiate the iconic tagline of ‘Probably the Best Beer in the World’ in a meaningful way - giving consumers a great tasting beer that also helps them to reduce their environmental impact. Describe the cultural/social/political/environmental climate in your region and the significance of your campaign within this context Around the world, plastic is a hot topic on everyone’s lips. Plastic pollution is taking over our shorelines and has toxic impacts on humans, animals, waterways, oceans and the environment in general. Countries are cracking down on their use of plastic, implementing new laws and measures to reduce the amount of plastic pollution. There have been numerous photos that have surfaced in the past few years of sea life with their heads caught in the bulky plastic rings used to hold six packs of beer together, that have somehow ended up in our oceans. As a global brand with products sold in more than 150 markets, the Snap Pack is just one of the ways that Carlsberg has taken it upon itself to help make a difference and do their part in the worldwide fight against plastic pollution. Describe the creative idea (30% of vote) Plastic shrink-wrapping and rings are used to hold together multipacks of canned drinks, particularly beers. This has been an industry-wide standard packaging device for more than 50 years, but they have become an environmental scourge – contributing to the growing ocean plastic pollution and posing a threat to marine life and to the image of the world´s global brewers. The Snap Pack is a sustainable packaging solution that “sticks” the cans together in a multipack form - allowing users to easily “snap” them apart when required. Describe the strategy (20% of vote) Carlsberg wanted to lead by example. As part of an overall commitment toward energy neutrality and a zero carbon footprint, they wanted to show consumers and other breweries that it is possible to reduce the plastic waste and environmental impact of the brewing industry, because more than 40% value chain carbon footprint comes from packaging. Fundamentally, the strategy was based on creating an innovative product and packaging design, at comparable price point, and allowing consumers to make a smarter and more sustainable choice. Although the campaign gathered plenty of positive media across the globe, the strategy was not about getting PR, but rather to create a meaningful, sustainable product and way of packaging that would be available to all consumers to buy. Anywhere. Anytime. Describe the execution (20% of vote) The final Snap Pack design, the result of years of product research and development in collaboration with KHS systems, launched in September 2018 across three major markets, Denmark, Norway and in UK at the end of the year. The design stripped away all superfluous shrink-wrap, reducing plastic packaging by 76%, and replacing the notorious six pack rings with tiny dots of glue. This new kind of six pack had a sleek, minimal design, and is set to reduce Carlsberg’s plastic waste by 1200 tonnes a year (the equivalent of 60 million plastic bags). The new design was supported by various campaign materials, and simple posters across airports and retail with a simple philosophical thought: “Can we reduce plastic waste if we stick together? Probably.” Describe the results/impact (30% of vote) Aside from the reduction of 1200 tonnes of plastic waste Carlsberg is set to reduce annually, the Snap Pack design has been a very visible spearhead of the brand’s sustainability initiatives by putting their commitment in the hands of consumers. The new design has gained more than 1.5 billion earned media impression and counting. With positive coverage from journalists at Forbes, the BBC, The Guardian and institutions like WWF and World Economic Forum. Since the Snap Pack launch in Denmark, Carlsberg has seen a 19% increase in the sales of six packs. In the UK, the country’s largest retailer, TESCO, has now started selling Carlsberg because of the packaging, showing other businesses that designing for sustainability is indeed a good investment. Since launching Snap Pack last year, Carlsberg has seen a 6% increase in global growth. To date, Carlsberg has sold over 30 million litres of beer in Snap Packs.
Snap Pack
案例简介：背景 丹麦啤酒制造商嘉士伯 (Carlsberg) 为其六包包装推出了一种创新的新包装解决方案，称为Snap Pack。 Snap Pack用一种开创性的技术代替了嘉士伯六包周围使用的塑料包装，而是将其罐头粘合在一起。这是世界上第一个啤酒行业，它将传统多包装中使用的塑料量减少了多达76%。制作了三年，Snap Pack只是嘉士伯在2018年9月宣布的众多可持续包装解决方案之一。 这些创新代表了嘉士伯集团可持续发展计划的一系列面向消费者的表现形式中的第一个，共同迈向零，其中包括零碳足迹和零浪费水的野心。它们首先被应用于旗舰嘉士伯品牌，以推动不断的重新评估和改进。这有助于以有意义的方式进一步证实 “可能是世界上最好的啤酒” 的标志性口号-为消费者提供美味的啤酒，也有助于他们减少对环境的影响。 描述您所在地区的文化/社会/政治/环境气候以及在此背景下您的竞选活动的重要性 在世界范围内，塑料是每个人的热门话题。塑料污染正在接管我们的海岸线，并对人类，动物，水道，海洋和整个环境产生有毒影响。 各国正在严厉打击塑料的使用，实施新的法律和措施以减少塑料污染量。 在过去几年的海洋生物中，有许多照片浮出水面，它们的头被用来将六包啤酒装在一起的笨重的塑料环中，以某种方式最终出现在我们的海洋中。 作为一个在150多个市场销售产品的全球品牌，Snap Pack只是嘉士伯自己采取的方式之一，以帮助有所作为，并在全球范围内打击塑料污染的斗争中发挥自己的作用。 描述创意 (投票30%) 塑料收缩包装和戒指用于将多包罐装饮料 (尤其是啤酒) 固定在一起。 50多年来，这一直是全行业标准的包装设备，但它们已成为环境祸害-加剧了海洋塑料污染，并对海洋生物和全球酿酒商的形象构成威胁。 Snap Pack是一种可持续的包装解决方案，可将易拉罐以多包装形式 “粘” 在一起-允许用户在需要时轻松地将其 “折断”。 描述策略 (投票20%) 嘉士伯想以身作则。作为对能源中立和零碳足迹的整体承诺的一部分，他们希望向消费者和其他啤酒厂展示，有可能减少酿造行业的塑料废物和环境影响，因为超过40% 价值链的碳足迹来自包装。 从根本上讲，该策略基于以可比的价格创建创新的产品和包装设计，并允许消费者做出更智能，更可持续的选择。 尽管该活动在全球范围内聚集了大量积极的媒体，但该策略并不是要获得PR，而是要创建一种有意义的，可持续的产品和包装方式，所有消费者都可以购买。任何地方。随时都可以。 描述执行 (投票20%) 最终的Snap Pack设计是与KHS systems合作多年产品研发的结果，于今年年底在丹麦，挪威和英国三个主要市场的2018年9月推出。 该设计剥离了所有多余的收缩包装，减少了76% 的塑料包装，并用微小的胶水点代替了臭名昭著的六包环。这种新型的六包具有时尚，最小的设计，并将减少嘉士伯的塑料废物每年1200吨 (相当于6000万个塑料袋)。 新设计得到了各种竞选材料的支持，以及机场和零售业的简单海报，带有简单的哲学思想: “如果我们团结在一起，我们能减少塑料垃圾吗？大概吧。” 描述结果/影响 (投票30%) 除了减少1200吨的塑料废物嘉士伯计划每年减少之外，Snap Pack设计一直是该品牌可持续发展计划的一个非常明显的先锋，将他们的承诺交到消费者手中。 新设计获得了超过15亿的媒体印象和计数。福布斯、BBC、卫报以及世界自然基金会和世界经济论坛等机构的记者进行了积极报道。 自从Snap Pack在丹麦推出以来，嘉士伯六包的销量19% 增长。在英国，该国最大的零售商乐购 (TESCO) 现在拥有由于包装的原因，arted出售了Carlsberg，向其他企业表明，为可持续发展而设计确实是一项不错的投资。 自去年推出Snap Pack以来，嘉士伯的全球增长6% 增长。迄今为止，嘉士伯已经售出了超过3000万升的Snap包装啤酒。
Snap Pack
案例简介：Background In a world first for the beer industry, the Danish brewer Carlsberg introduced an innovative new packaging solution for its six packs called the Snap Pack. The Snap Pack replaces the plastic wrapping used around Carlsberg’s six packs with a pioneering technology that instead glues its cans together. A world’s first for the beer industry, it reduces the amount of plastic used in traditional multipacks by up to 76%. Three years in the making, the Snap Pack is just one of a number of sustainable packaging solutions from Carlsberg which were announced in September 2018. The innovations represent the first of a series of consumer-facing manifestations of the Carlsberg Group’s sustainability programme, Together Towards ZERO, which includes ambitions of a ZERO carbon footprint and ZERO water waste. They have first been applied on the flagship Carlsberg brand to drive constant reappraisal and refinement. This has helped to further substantiate the iconic tagline of ‘Probably the Best Beer in the World’ in a meaningful way - giving consumers a great tasting beer that also helps them to reduce their environmental impact. Describe the cultural/social/political/environmental climate in your region and the significance of your campaign within this context Around the world, plastic is a hot topic on everyone’s lips. Plastic pollution is taking over our shorelines and has toxic impacts on humans, animals, waterways, oceans and the environment in general. Countries are cracking down on their use of plastic, implementing new laws and measures to reduce the amount of plastic pollution. There have been numerous photos that have surfaced in the past few years of sea life with their heads caught in the bulky plastic rings used to hold six packs of beer together, that have somehow ended up in our oceans. As a global brand with products sold in more than 150 markets, the Snap Pack is just one of the ways that Carlsberg has taken it upon itself to help make a difference and do their part in the worldwide fight against plastic pollution. Describe the creative idea (30% of vote) Plastic shrink-wrapping and rings are used to hold together multipacks of canned drinks, particularly beers. This has been an industry-wide standard packaging device for more than 50 years, but they have become an environmental scourge – contributing to the growing ocean plastic pollution and posing a threat to marine life and to the image of the world´s global brewers. The Snap Pack is a sustainable packaging solution that “sticks” the cans together in a multipack form - allowing users to easily “snap” them apart when required. Describe the strategy (20% of vote) Carlsberg wanted to lead by example. As part of an overall commitment toward energy neutrality and a zero carbon footprint, they wanted to show consumers and other breweries that it is possible to reduce the plastic waste and environmental impact of the brewing industry, because more than 40% value chain carbon footprint comes from packaging. Fundamentally, the strategy was based on creating an innovative product and packaging design, at comparable price point, and allowing consumers to make a smarter and more sustainable choice. Although the campaign gathered plenty of positive media across the globe, the strategy was not about getting PR, but rather to create a meaningful, sustainable product and way of packaging that would be available to all consumers to buy. Anywhere. Anytime. Describe the execution (20% of vote) The final Snap Pack design, the result of years of product research and development in collaboration with KHS systems, launched in September 2018 across three major markets, Denmark, Norway and in UK at the end of the year. The design stripped away all superfluous shrink-wrap, reducing plastic packaging by 76%, and replacing the notorious six pack rings with tiny dots of glue. This new kind of six pack had a sleek, minimal design, and is set to reduce Carlsberg’s plastic waste by 1200 tonnes a year (the equivalent of 60 million plastic bags). The new design was supported by various campaign materials, and simple posters across airports and retail with a simple philosophical thought: “Can we reduce plastic waste if we stick together? Probably.” Describe the results/impact (30% of vote) Aside from the reduction of 1200 tonnes of plastic waste Carlsberg is set to reduce annually, the Snap Pack design has been a very visible spearhead of the brand’s sustainability initiatives by putting their commitment in the hands of consumers. The new design has gained more than 1.5 billion earned media impression and counting. With positive coverage from journalists at Forbes, the BBC, The Guardian and institutions like WWF and World Economic Forum. Since the Snap Pack launch in Denmark, Carlsberg has seen a 19% increase in the sales of six packs. In the UK, the country’s largest retailer, TESCO, has now started selling Carlsberg because of the packaging, showing other businesses that designing for sustainability is indeed a good investment. Since launching Snap Pack last year, Carlsberg has seen a 6% increase in global growth. To date, Carlsberg has sold over 30 million litres of beer in Snap Packs.
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Snap Pack
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基本信息
- 广告战役： #嘉士伯-影视-5af2#
- 广告品牌： 嘉士伯
- 发布日期： 2000
- 行业领域： 饮品/饮料/冲饮 , 饮食/特产
- 媒体类别： 微电影 , APP
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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