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 Founder and President of MarketCues, Inc., a national consulting firm. He has worked for some of the world’s largest corporations and middle-market firms. Tom’s focus is to help CEOs drive their strategy shifts and strategic growth programs. Follow MarketCues on Twitter. Tom also welcomes emails new LinkedIn connections or calls to (919) 908-6145.
