7-Eleven turns 'trash to treasure' with plastic bottle tote bags

7-Eleven Malaysia has launched an eco-friendly initiative that seeks to transform post-consumer plastic bottle waste into tote bags.The reusable bag comes in two versions: the Out of the Ocean Bag and the Recycled PET (polyethylene terephthalate) Bottle Bag, available at selected outlets.

The Out of the Ocean Bag is constructed using 100% recycled ocean plastics and can support up to 15kg. According to the company, the production of every bag removes the equivalent of two to three bottles from the oceans and waterways. On the other hand, the Recycled PET Bottle Bag is upcycled from 100% recycled PET bottles. With a maximum carrying capacity of 10kg, the bag reduces the equivalent of up to three plastic bottles from the environment.

According to the convenience chain, the initiative aims to address the “conundrum of what to do further with all the plastic waste being generated”. The brand’s reusable bag collection is dedicated to sustainability, encouraging Malaysians to factor in environmentally friendly steps while shopping. Touting it being the “first of its kind in Malaysia”, the bags are adorned with educational fun facts and has wide straps for comfort. When asked about their business ROI, the spokesperson told A+M that the focus of the campaign is more on educating on sustainability, by introducing the trend of sustainable products such as items that are made from post-consumer waste material and generating as much contribution to its NGO partners to support their cause.

As part of the #TrashToTreasure Reusable Bag campaign, 7-eleven added that it will channel RM1 towards its environmental non-governmental organisation (NGO) partners, Reef Check Malaysia and marine conservation organisation Juara Turtle Project, with every purchase of a tote bag until 16th September 2021.

The convenience chain’s spokesperson told A+M that it plans to market the campaign across online platforms such as through engaging influencers and KOLs, Facebook and Instagram ad campaigns, news sites article placements and sample drops. It will also utilise traditional marketing methods such as in-store POSM as well as partner marketing through third party emails and newsletters, as well as NGO partners communication channels.

7-Eleven Malaysia’s general manager of marketing, Ronan Lee, said that #TrashToTreasure aims to “drive momentum in influencing customers’ behaviour” to bring their reusable bags when shopping, as well as provide financial contribution to its chosen change agent NPO partners. He added that 7-eleven is also using biodegradable plastic bags as part of its environmental protection efforts.

“We hope that our sustainability initiatives will encourage our consumers to shop while keeping the environment in mind to protect the world that we live in from more plastic waste,” said Lee. 

GM of Reef Check Malaysia, Julian Hyde, added: “Everyone has a role to play if we are to find sustainable solutions to this problem, and this initiative by 7-Eleven Malaysia is a perfect example of how companies can play a role.”

GM of Juara Turtle Project, Tom Woodford, also said: “We are really grateful to 7-Eleven Malaysia for stepping up and recognising that big companies need to help lead the way to change how we use plastics. We hope that this campaign will inspire people to change their behaviour and to make their own little contribution to protecting our ocean.”

The campaign is in line with 7-eleven’s mission statement, “to consistently serve the changing needs of customers for their convenience”, added the spokesperson. The spokesperson also said: “The ‘Go Green’ movement has been growing over the years as consumers become more aware of their environmental footprint, and this is one of many initiatives we have done to educate and reinforce sustainable steps that all could partake in.” While it declined to elaborate on the monetary value of the initiative, the company said that it would provide “the impetus for more reusable products and other sustainability initiatives to be introduced” should the campaign be well-received.

It also adds to 7-eleven’s current CSR initiatives. Its ongoing “Kotak Putih” (white box) campaign which seeks to assist the marginalised community affected by the Covid-19 pandemic. Leveraging on the wide network of stores in the country, the campaign has contributed over RM1.6 million worth of essentials to less fortunate individuals, families and charity bodies within the immediate community areas. It is also calling on the community to contribute through the campaign by purchasing groceries and necessities from 7-Eleven stores nationwide and placing them into the white collection box.

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