Finland>Refill, reuse, recycle
Plup Lähdevesi (spring water) is marketed in a donut-shaped .4L bottle that consumers are encouraged to refill and reuse, in a variety of creative ways. The project is part of the brand’s overriding commitment to fund environmental initiatives. In Finland, Plup donates 10 euro cents from each bottle sold to the Baltic Sea Action Group, an organization dedicated to cleaning up the Baltic Sea. The HDPE bottle, sealed with a blue starfish-shaped cap, can be handled by existing bottle recycling machinery. The bottle is soon to be available in different colors and transparencies, and new products, such as juice, are also planned.