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 managing partner of MarketCues.com and provides corporate and brand strategy to organizations of all sizes. He has an extensive background in the graphic arts, printing, publishing and media industries. Marin is an accredited member of the national and international chapters of the Business Marketing Assn., is a (CBC) certified business communicator and a past marketing chair of the Chicago chapter.

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