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Wow. What an inspiring start of the year! Brands take a step further on various social causes, dairy food company introduces plant-based products while global brands in Davos unveil their biggest circular economy initiative. Take a breath and dive in.

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Edvardas is still curious where else we will see adaptation of childhood gummies? Firstly, he has spotted Beauty Sweeties, last year he was excited about men’s personal wellness brand Hims and recently he found CBD gummy bears Not Pot.

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Last year Johnnie Walker unveiled Jane Walker character in their communication and it has caused criticism: like it is a short-term marketing trick. But actuallyit’snot. Gintarė is clapping her hands because Jane Walker goes further in a real life and brings Signs of Progress to Washington, D.C. for the 2019 Women’s March.

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Hence Edvardas has a question – what else brands could do for the society? Especially if politicians can’t. What about a free grocery shopfor unpaid federal workers due to the longest government shutdown in U.S. history? It is Kraft that is offering them free products. Kraft Now Pay Later. Truly inspiring example of legislative brand and transition from simple brand values to the law of the brand.

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Algirdas was inspired about FiliGrade – smart technology that can watermark plastic. It can help recycling companies to recognize the type of plastic they are dealing with. And it’s in the final stages of testing so can be expected in the market this year.

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In case you are not familiar with the hottest beauty industry trend yet, Gintarė will help you. According to Mintel, Sub-Zero Waste is the next big thing for few years ahead that will shape global beauty and personal care industry.

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While at the World Economic Forum in Davos, Loop and their partners Unilever, P&G, Nestlé, PepsiCo, Mars etc. has introduced reusable packaging model. It covers replaceable toothbrush heads and deodorant balls, toothpaste pills, reusable ice cream boxes and so on. As Edvardas says – from theory to practice.

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To add up, Gabija is happy that Nestlé goes further and recently promised to eliminate all single-use plastic from its products and make 100% recyclable or reusable packaging by 2025.

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But not all in Davos have happened smoothly. Rita was sarcastic about record private jet flights in Davos as leaders arrived for climate talks.

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Shift happens in all industries. As people and even governments are rethinking or eliminating dairy products from their nutrition list, Algirdas found that Chobani – America’s number one Greek yogurt company – recently launched a range of plant-based products. Aren’t they cute?!

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After such an intense newsfeed, Gabija suggests to take a new wave coffee break. The trend for a specially designed coffee drink or even a cocktail is skyrocketing in the market. When coffee is not just a taste, but a unique experience.

Stay tuned for the next links. Étiquette team.

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