Simeon Goldstein, packagingnews.co.uk, 23 June 2009
Coca-Cola is celebrating Recycle Week with a 50-metre sculpture on the Sussex coast made from 200,000 used aluminium cans.
The ‘Precious Metal’ artwork is inspired by a Coca-Cola poster from 1949 that shows a lady sunbathing and the drinks giant hopes it will encourage people to recycle more this summer.
Coca-Cola citizenship manager Liz Lowe said: “We want to inspire people to think twice about binning their empty bottles and cans. An empty drinks can that you recycle today could be back on the shelf as a brand new on in just six weeks.”
At the end of the week, all the cans will be recycled which will save enough energy to power a television constantly for 70 years, Coca-Cola said.
Coca-Cola commissioned artist Robert Bradford, production designer Paul Cross, aerial photographer Jason Hawkes and Norfolk Environmental Waste Services to create the artwork.
‘Precious Metal’ is one of Coca-Cola’s initiatives to improve the rate drinks can recycling. In conjunction with Wrap, Coca-Cola is looking to roll out 80 on-the-go recycling zones by 2011, the most recent being at Manchester Airport.