Cano Water, the top canned water brand offering a sustainable alternative to plastic bottles, has taken a strong stand against Wimbledon's continued association with Evian, emphasising the environmental consequences of single-use plastic. Cano has launched the new #breakupwithplastic campaign, promoting sustainable packaging like aluminium, which is a better supporter of the circular economy.
Cano Water is dedicated to sustainability in ways that extend beyond this marketing push. The company was ahead of the curve when switching from plastic bottles to endlessly recyclable aluminium cans. Aluminium cans have a much better recycling rate and can be recycled several times without losing quality. Cano Water's clean and simple form and resealable caps for on-the-go hydration add to its appeal to ecologically concerned customers.
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The #breakupwithplastic campaign was launched on July 11, 2023, during Wimbledon. An electric and carbon-neutral billboard van traversed the Wimbledon neighbourhood. The #breakupwithplastic campaign aims to educate the public, urge them to make environmentally responsible decisions and inspire the Wimbledon community and its visitors to do the same.
Research done for the Aluminium Association by ICF International found that when drinks are carried and chilled in aluminium cans, greenhouse gases (GHG) are lower than when transported and refrigerated in glass or plastic bottles under the same circumstances.
Josh White, Founder of Cano Water, said, "At Cano Water we know that consumers are constantly lied to about the difference between recyclable and recycled. Only 9% of plastic is successfully recycled and most of it ends up in landfill or leaking into the environment. Aluminium is the most recyclable material on the planet and that's why we created Cano Water. The recycling rate of aluminium cans is nearly 75% in the UK and growing. We must come together to call out brands to not bottle it and break up with plastic! Large brands such as Wimbledon should lead by example."
Wimbledon has been partnered with Evian as the official drink sponsor for the last 15 years and is noted for its dedication to sustainability (Wimbledon Sustainability Report). Despite recent Evian attempts, such as providing reusable bottles to tennis players, the event creates a whopping 250,000 throwaway bottles per year.
Cano Water personnel will connect with participants wearing T-shirts with the Cano Water hotline and the campaign tagline "#breakupwithplastic," delivering Cano water samples and starting dialogues about transitioning to sustainable alternatives, such as cans. On the same day, Cano Water will open a hotline to spread its message further. Attendees and concerned persons may contact the hotline to hear a recording from Wimbledon urging them to "break up with plastic."
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