In a continuous effort in the search for the best beer, Carlsberg modified the paint used on its packaging, becoming greener: both visually and sustainably. Greener green is the new tint used on Carlsberg’s packaging, which was altered in order to comply with the Cradle to Cradle certification rules. This means that, in addition to the aforementioned benefits, Greener Green is produced using renewable energy and is more ecological, minimizing the impact of the environmental footprint.
For Carlsberg, green, besides being the brand’s image, is also synonymous with its sustainable and ecological positioning, and communicates the brand’s concern with the environment.
Ironically, green is the least environmentally friendly colour there is. So, Carlsberg combined tones of dark and light green on its labels, which earned it a Cradle to Cradle CertifiedTM Silver level certification. The result? A greener paint that reproduces the natural colours of hops and of the flowers on hop shoots (one of the key ingredients of Carlsberg beer), which, simultaneously, makes the whole label more recyclable.
With a more rigorous preventive approach which removes less environmentally friendly substances, Greener Green surpasses the regulated requirements. While regulatory conformity seeks only to eliminate negative substances, Greener Green anticipates the reutilization of materials (improves the recyclability of the material where the paint is applied) and maps substances considered to be more positive for the environment.
Cradle to Cradle Certification
Cradle to cradle is a product certification standard. The products with a C2C certification go through a continuous and measurable process of improvement, which certifies them in levels: Bronze; Silver; Gold, thus defining an improvement itinerary for brands.
By being one of the first large scale companies to use Cradle to Cradle Certified TM paints, Carlsberg hopes that other corporations, companies, and industries will adopt the use of more sustainable paints.