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Home > By DEPARTMENTS > Leadership and Governance for Sustainability > Change Management at Governance Level

Coke to Launch 'Sustainable Well-Being' Campaign with Packaging and Recycling

Coke invests heavily in packaging and recycling strategies

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Plastic recycling of bottles and containers

Coca-Cola Sustainability Ad Campaign

Coca-Cola will spend an estimated $10 million on a major sustainability ad campaign, AdAge reports. The theme isn't just the environment, but "sustainable well-being," which Coke says encompasses a mental, physical, community and environmental perspective.

Coke says one impetus behind the campaign was its own customers asking where Coke was in the sustainability space. "Consumers let us know that by not talking about this, we were letting others define us as an uncaring company aligned with the pressures consumers are living with," a Coke spokesperson told AdAge.

The campaign breaks with a three-page print spread in publications such as The New York Times, USA Today and The Wall Street Journal. The ad features a new aluminum bottle and directs people to

The company is helping to build a $45 million plastics recycling plant in South Carolina and has set a goal of having every bottle it sells in the U.S. recycled or reused.

Layers of Sustainability Strategy

Now for sustainable action regarding the aspertame, sugar and other non-nutritive content in the company's product line...

Sustainability isn't just about one aspect of a company's operations. It's also about the core of its business -- the impact of its product on people, the planet and the productive use of our resources.

PROBLEM: Recycling is good -- but health issues are larger. And growing natural resource shortages are greater.

SOLUTION: Emphasize healthy foods and beverages in this day of short water supplies. Reduce shipping of non-essential products. Some products just CAN'T be sustainable. It's a really difficult issue that society and the business system has to address.

Edited by Carolyn Allen, owner/editor of California Green Solutions
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