It is in the best interest of beverage producers to promote recycling – better to encourage it while it is voluntary than to have plastic bottles outlawed or significantly taxed.

Toward that end, Coca-Cola has created a new ad campaign (alas, only for Europe) that combines recognition of its brand with directions to the nearest recycling bin. At a recent music festival, the ads drove recycling rates to 85%!

Maybe it was the billboard or maybe the fact that a recycling bin was publicly available – either way, the combination should be used as a model for future festivals or in neighborhoods.

I hope that Coca-Cola brings its recycling campaign to the U.S. – and that other beverage makers contribute to the effort. Just think of what the Clydesdales could do with this!

Until they join in, make your own fun signs to direct the cans and bottles toward reclamation instead of the landfill. Art contest anyone?

Thanks, Meg!

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