Coca-Cola has gotten very good at reclaiming the containers that hold its beverages. In 2010, it recovered 400 million pounds of cans and bottles in the U.S. alone. Much of this has been converted into everything from chairs and clothes to jewelry. But building a sustainable planet demands more than reclaiming product packaging, so Coke has come out with the industry’s first 100% recyclable merchandise display racks for use in grocery and convenience stores. Made from corrugated cardboard and soon from recycled PET plastic too, the merchandise racks are the first step toward a comprehensive closed-loop retail equipment program. Coke’s “Give It Back” rack is meant to be returned or recycled to keep it from being tossed into a landfill. The recyclable rack is being tested in select U.S. markets now and should be widely available before yearend.
Of course, every brand wants to suggest that its product is the rage among trend-setting consumers. But Coca-Cola is doing more than just suggesting that it is fashionable to drink its product; it is linking its brand to the world’s top fashion designers and putting its name on beauty products too.
Last fall Coca-Cola Light and eight renowned Italian fashion designers — Donatella Versace, Alberta Ferretti, Anna Molinari for Blumarine, Veronic Etro, Silvia Venturini for Fendi, Consuelo Castiglioni for Marni, Angela Missoni and Rossella Jardini for Moschino — teamed up to present specially decorated contoured bottles for the opening of Milan Fashion Week. Showcased at a Coca-Cola Light “Tribute to Fashion” runway event, the original bottles were later auctioned by Sotheby’s with proceeds going to aid the victims of the devastating 2009 earthquake in Abruzzo, Italy. Collectible bottles were also produced in limited edition and sold in Europe. Some are even finding their way onto eBay.
If you think you’ve seen this chair before, you have. Emeco’s Navy Chair has been around since 1944. So why was it such a sensation at the 2010 Milan Furniture Fair in April? And why is Design Within Reach hosting events to tout that it has the retail exclusive on the product? It’s because this 21st century model is made from recycled plastic Coke bottles – 111 of them, more or less, hence its name the 111 Navy Chair.
Fast Company named this year’s Masters of Design: David Butler, vice president of global design for Coca-Cola; David Adjaye, architect and CEO of Adjaye Associates, David Rockwell, interior architect and head of Rockwell Group, Alberto Alessi, head of the famous Alessi Design Factory, and Lisa Strausfeld, new media design and partner of Pentagram in New York. This is a brief interview with three of the recipients. In future weeks, we hope to bring more indepth remarks by the 2009 Masters.