The world’s leading chocolate malt beverage drink, Milo has moved from plastic to paper straws for its Ready-To-Drink (RTD) packs and it is pioneering this in Nigeria, with the aim of eliminating 60 metric tons of plastic yearly.
Nestle Nigeria is set to deliver on this in fufillment of the company’s global commitment to having 100% of Nestle products packaging recyclable and re-usable by 2025 to protect the environment.
This move-in line with becoming a force of good in the society by talking society Problems that can actually damage the reputation of the business and slow the growth of the company in the nearest future if no action is taken to address it. While this move is an applaudable one globally, the local adaption is bound to face its own share of obstacles.
The move from plastic straw to paper straw might be one with good intentions but intentions are not enough to encourage usage or drive sales. The perception of this new concept is what holds the key to its success or the barrier to the death of this move.
The first question that Nestle the producers of Milo should be asking is if this concept has the tendency or potential to be generally accepted locally. They should be testing whether this concept would be welcomed with open hands or would be dead on arrival.
One of the issues raised about this new concept is the ability of paper to get soggy. What this concern means is that would the paper get soft and wet.
Another concern is whether it would affect the taste of the drink. Addressing these concerns and obstacles are necessary if this concept is expected to survive.
Another concern on a global level is the research that showed that paper straw produces more carbon emission than a plastic straw.
This concerns should be addressed and can be addressed through the improvement in the concept of paper straw production and the use of Communication to address the concerns or obstacles that is out to kill the concept of a paper straw.
The communications task should be focused on driving acceptance through obstacle Identification and proper creative solutions to address the obstacles.
Companies should always thrive for product and market fit and not just production of products and concepts that does not satisfy the need of the market as that can be seen as just forcing product innovation and concepts down the throat of the consumers.