The packaging recycling organisation looks to shape the country's circular economy program
MullenLowe Mishra has been appointed the communication partner agency of Packaging Recycling Organisation Vietnam (PRO Vietnam), the market’s first packaging recycling alliance comprised of thirteen leading consumer goods and packaging companies including Coca Cola Vietnam, Suntory PepsiCo Vietnam Beverage, URC Vietnam, LaVie, Tetra Pak Vietnam, Friesland Campina Vietnam, Nestle Vietnam, Nutifood, THG, SIG, Annam group, PepsiCo Food Vietnam and Saigon Coop.
By far the largest industry sustainability initiative in the market, PRO Vietnam’s primary aims include kick-starting the circular economy program in Vietnam, creating consumer awareness and ensuring that packaging recycling is more accessible and sustainable across the country.
Commenting on the development, PRO Vietnam chairman Pham Phu Ngoc Trai said: “PRO Vietnam is a progressive industry coalition that’s here to contribute towards solid waste management, working with Government, raising public awareness, building collective ownership. To achieve this we needed an accomplished agency partner to build out our multi-level consumer journey and engagement. We are delighted to team up with MullenLowe Mishra who bring together inspired creativity, locally relevant experiential thinking and commitment to our vision for a clean, green and beautiful Vietnam.”
Saby Mishra, founder and CEO of MullenLowe Mishra said: “We are excited to join forces with PRO Vietnam as their strategic partner in modelling Vietnam’s circular economy program. This is a transformational mandate, focused on driving post-consumer behavior change, at scale, in a country of 95 million people through insight, creativity and multifaceted collaborations with Vietnamese change makers, media partners and influencers in a way that’s not been done before in this market.”