Eric Block On Responsible Branding

Coca-Cola has unveiled its new “PlantBottle” to be rolled out later this year with the Dasani brand and in its Vitaminwater portfolio of products in 2010. In a smart move toward sustainable branding, the new bottles and their environmentally responsible composition will feature on-bottle messaging, in-store displays and on-line marketing communications so customers can begin to appreciate they are purchasing a new sustainable technology.

Said Muhtar Kent, Coca-Cola’s CEO, “The “PlantBottle” is a significant development in sustainable packaging innovation. It builds on our legacy of environmental ingenuity and sets the course for us to realize our vision to eventually introduce bottles made with materials that are 100 percent recyclable and renewable.”

We agree – through its sweeping worldwide sustainability plan under the theme “Living Positively” – Coca-Cola is one of the innovators and pioneers of business practices that support overall good corporate citizenship.

A life-cycle analysis conducted by the Imperial College London indicates the “PlantBottle” consisting of 30 percent plant-based materials will reduce carbon emissions by up to 25 percent, in comparison with traditional PET plastic bottles.  The PlantBottle is currently made through an innovative process that turns sugar cane and molasses, a by-product of sugar production, into a key component for PET plastic.