Circular Packaging

In 2025, Eastman and Doloop partnered to bring a major breakthrough in sustainable beverage packaging: a 100% rPET (recycled PET) beverage bottle produced from Eastman’s chemically recycled resin (Eastar Renew EN031), unveiled at Drinktec 2025 in Munich. This bottle offers performance, clarity, and safety equivalent to virgin PET - giving beverage brands a scalable, food-safe, high-quality circular packaging solution that aligns with stringent sustainability and regulatory standards.

To support and build momentum for the launch, we executed a 12-week LinkedIn campaign targeting stakeholders in the spirits and beverage industry. During that period, content was crafted using consumer-packaging insights drawn from Eastman’s market research (notably relevant to the spirits sector, where packaging decisions heavily influence brand sustainability perception). The campaign featured educational posts about the environmental and performance benefits of chemically recycled PET, teasers of the upcoming bottle reveal, and storytelling that positioned the new rPET solution as a game-changing step toward circular economy goals.

As the launch day approached, we coordinated asset production including renderings of the bottle, comparison visuals (virgin PET vs. rPET), and infographics summarizing key benefits - clarity, food safety, recyclability, and supply-chain scalability. At Drinktec, we captured live imagery. Post-launch, we released LinkedIn posts celebrating the debut, highlighting industry reactions, and reinforcing the message that circular packaging can meet performance standards without compromise.

The campaign helped amplify the significance of Eastman and Doloop’s partnership - not just as a product launch, but as a paradigm shift for beverage packaging. By combining Eastman’s molecular-recycling technology with Doloop’s packaging expertise and a thoughtful communications strategy, we moved circularity from concept to market-ready reality.