Brand Packaging

Upcycled packaging at Target

January 13, 2009


Cookie wrappers that have been “upcycled”, or refashioned into a useful product, were the focus of a promotion at Target from September to December 2008.

The retailer featured an end-cap display that cross-promoted Nabisco’s Chips Ahoy! cookies with tote bags that New Jersey-based TerraCycle created out of the brand’s wrappers. Chips Ahoy! is further promoting the initiative with new packaging that asks consumers to send spent wrappers to TerraCycle, which is donating two cents per wrapper and then upcycling them into the tote bags, retailing for $5.99 at Target.