Cup sharing thanks to the Reverse IML label
The Happy Cup Company is focusing fully in Russia on what we like to call cup sharing: cups that are used during a concert, sporting event or festival do not end up in a waste dump, but are returned to the retailer for reuse.
To make this possible, the product must be of sufficient quality and durability. That is part of the reason why The Happy Cup Company opted for a Reverse IML label, which is printed on the back of transparent film and meets all the requirements established. The drinking cup is guaranteed, for example, to be dishwasher-proof and scratch-resistant - important properties for reusable cups.
Eco-friendly and recyclable
âEnvironmental friendliness is key to this project,â says Svetlana Achueva, general manager of The Happy Cup Company. âOur cups can be reused up to 200 times. Consumers often donât return the cup to the collection point at the event, but take it home to use there - which is just as valuable. And when the products ultimately reach the end of their life cycle, theyâre fully recyclable.â
Continuous âwow factorâ
To convince consumers to take home their cup as a souvenir, the look & feel of the cups must be appealing and attractive. In other words, there has to be a âwow factorâ. This is also why the durable Reverse IML label was chosen. To illustrate all the advantages, the Happy Cups were introduced at the International Travel & Tourist Exhibition (MITT) in Moscow in 2017 as business cards for partner Kamchatintour, featuring fantastic nature images. Wow factor guaranteed!
âApart from decorative added value, it is a cost-efficient product because production and decoration take place in a single step.â
The cup and the label are made out of one material, making it easy to recycle. Not only that, but the colors wonât fade, even after repeated washing. In other words, the effect keeps on going.
Svetlana Achueva, general manager at The Happy Cup Company
Reverse IML for a sustainable future
âThe Reverse IML label played an important role in the success of The Happy Cup for several reasons,â explains Mikhail Britcyn, Regional Sales Manager for Russia & CIS and Technical Support Engineer. âThis innovative label offers a range of look & feel options, such as Soft Touch, Frosted Look and UltraGloss Look. After all, who doesnât want their packaging to grab the attention of consumers?â
MCC Verstraete is a member of the New Plastics Economy initiative. This international sustainability project has brought together 60 major players to work together towards a circular economy for plastic packaging. NPEC is currently working on a system that will allow waste processing companies to automatically recognize and efficiently separate and recycle the different plastic waste flows they handle.
âMCC Verstraete makes every effort to support this initiative through IML innovations. Our innovative Reverse IML is a great example of a positive influence on the environment,â says Mikhail.
Future opportunities with MCC Verstraete
The question now is why The Happy Cup Company decided to work together with MCC Verstraete. Svetlana Achueva is categorical in her response. âThe quality of their products is top notch. Also, the company has a wide range of IML labels, which enables us to take our cup sharing concept in different directions in the future. Thirdly, our experience was that MCC Verstraete brainstorms with us and actively engages in our production processes to ensure the best possible result. We will with pleasure promote the company and its products to our colleagues in and outside of Russia!â