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Coke recycles cans and poster in sculpture stunt

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.”

Coke: 200,000 used cansCoke: 200,000 used cans

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.

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This entry was posted on Wednesday, June 24th, 2009 at 11:28 am and is filed under Branding, Environmental Issues, Food Packaging, Recycling. You can follow any responses to this entry through the RSS 2.0 feed. Responses are currently closed, but you can trackback from your own site.

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