Dive summary:
- Recyclebank and Coors Brewing Company have launched an online awareness campaign, The Case for Cans, seeking to educate the public on the benefits of aluminum recycling.
- The campaign will reward Recyclebank users for participating with an ad that will be printed on every Coors can.
- Recyclebank benefits by having a major beverage brand promoting their cause while Coors can use the opportunity to further their green image.
From the article:
In a telephone interview yesterday with Recyclebank’s VP of Client Services Kate Durkin, she explained how this program should boost engagement with consumers with a focus on fun and catchy facts instead of overwhelming statistics. “Our 4 million members are looking for education about recycling,” said Durkin, “and having a partnership with a mainstream company offers a reach that can be exponential.”
Aluminum recycling is already the leading waste diversion success story in the U.S., but still has much room for improvement. According to Recyclebank, 105,784 cans are recycled every minute, or 55 billion cans annually. Two-thirds of the aluminum ever produced is still in use today, and the recycling process of on average aluminum can is 60 days from collection to recycling to reentry on a supermarket shelf. One consumer who recycles one can a day for a week can save enough energy to power a television for 21 hours. ...
