What Do Plants and Plastic have to Do to Get Along?
What happened: Coca-Cola Co. issued a news release this past month on its newest innovation, a bottle made from renewable, recyclable, plant-based plastic. Hmm. The new product innovation—named “PlantBottle™”—is fully recyclable and has a lower reliance on a non-renewable resource. This product also reduces carbon emissions when compared to petroleum-based PET plastic bottles. The company hopes its “PlantBottle™” will build the companyʼs legacy of environmental ingenuity and set the course that all of its bottles will be 100 percent recyclable and renewable.
Why it matters: The Coca-Cola Co. has a long history of revolutionizing the industries it markets into. Take Dasani (www.dasani.com), for instance, its expertly designed water. The company started with a local water supply, filtered to remove impurities, and then enhanced it with a blend of minerals for a pure, crisp, fresh taste. Its bottle design won awards and customers and is bringing the company into the future with a new eco message that will last for years to come.
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Tom Marin is the president of MarketCues, a national consulting firm. Tom serves as a senior advisor and change-management consultant with 35 years of experience. He has worked for some of the world’s largest corporations, as well as middle-market firms. Tom's focus is to plan and drive strategy shifts and strategic growth programs in the printing industry and a diverse range of market areas.