The 'Give It Back Rack' is Part of the Brand's Big Green Initiative
Amelia Roblin — March 24, 2015 — Eco
References: coca-colacompany & core77
With the Coca-Cola cardboard shelf, this colossal soft drink company is demonstrating that it's taking eco-friendly measures into consideration, both where marketing and manufacturing are concerned. Constructed from repurposed Coke boxes that once held plastic bottles and cans of the popular pop, the 'Give It Back Rack' promotes recycling alongside its products.
The modesty, strength, resilience and versatility of the corrugated material is celebrated in these imperfectly constructed display cases. Convenience stores and supermarkets would receive these stands free of charge, and be encouraged to return them to the factory before they've become too damaged. This Coca-Cola cardboard creation marks an early example of more environmentally conscious initiatives to come for this company. It's going to please many existing and occasional consumers of the brand, and encourage other beverage businesses to up their green games.
The modesty, strength, resilience and versatility of the corrugated material is celebrated in these imperfectly constructed display cases. Convenience stores and supermarkets would receive these stands free of charge, and be encouraged to return them to the factory before they've become too damaged. This Coca-Cola cardboard creation marks an early example of more environmentally conscious initiatives to come for this company. It's going to please many existing and occasional consumers of the brand, and encourage other beverage businesses to up their green games.
Trend Themes
1. Eco-friendly Marketing - More companies will follow Coca-Cola's lead and explore eco-friendly marketing strategies, such as repurposing materials for displays or packaging.
2. Circular Economy - The trend towards creating a circular economy by repurposing and recycling materials will continue to influence consumer goods companies like Coca-Cola to promote sustainability and reduce waste.
3. Promoting Recycling - As consumers become more eco-conscious, companies will find innovative ways to promote recycling, such as using repurposed materials for displays or providing incentives for returning packaging.
Industry Implications
1. Consumer Goods - Consumer goods companies will consider more eco-friendly alternatives and design for sustainability, in response to evolving consumer preferences and increasing pressure for corporate social responsibility.
2. Retail - Retailers will embrace more sustainable practices and initiatives, including using repurposed materials for store displays and improving recycling programs, to appeal to eco-conscious consumers.
3. Waste Management - Innovative waste management solutions will become increasingly important for companies to reduce waste and embrace circular economy principles, as seen in Coca-Cola's repurposing of plastic bottles and cans for shelf displays.
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