São Paulo, SP, Brasil

From plastic to paper – Vedacit Bag-in-box by Empathy Company

Innovating means successfully exploring new ideas. Disruption is an expected consequence of a well-executed, innovative process. A risk inherent to a business that proposes to be innovative is having to face decisions that directly affect its essence. And Vedacit’s bag-in-box is one of those decisions. Handling the Yellow Bucket, a brand asset that carries with it the identity of more than 85 years of tradition and success, is the most symbolic embodiment of the growing innovative process that Vedacit values so much as a strategic business pillar. The commitment to sustainability defines this new packaging option, whose system we named Vedacit na Caixa, as simpler and more objective, as Bag in Box is a very technical name for the world of civil construction.

What is the project?
A super-resistant cardboard packaging that contains flexible plastic packaging, is double reinforced, and has a dosing valve. Much less plastic compared to the bucket; more ecological packaging that respects the planet. For the development of this new packaging, we explored three pillars: SUSTAINABILITY: with a 75% reduction in CO2 emissions and a 91% reduction in waste generated, a 20% reduction in production energy, and 80% less plastic when compared to the conventional bucket, Economy, with longer useful life for the product and use of the contents in the bag, practicality, takes up less space, opens and closes easily, and is light and practical to transport.

What is the objective?
Innovation with sustainability and practicality is the objective of this project. For the creation of the package, we went through two phases of qualitative research, both with groups of final consumers and groups of bricklayers. It was of fundamental importance to understand the reactions of so many different groups to this innovation. We learned that sustainability was an aspect valued by the final consumer, but it was practicality that made sense for the mason. Thus, the packaging balanced the two pillars so that it could break through barriers and gain space in the market.

The new packaging was initially launched as a pilot project on the coast of Sao Paulo. Its performance is closely monitored, with on-site interviews with final consumers and bricklayers. With its acceptance, its distribution expanded. In the same way that we balance sustainability and practicality in the packaging itself, it was necessary for the launch campaign to also have two creative concepts, one aimed at the final consumer and one at bricklayers. Thus, we managed to increase the value of the packaging and make it a viable purchase option throughout the national market.