DASANI® and New Balance Team Up to Promote the Importance of Recycling
November 28th 2011
Atlanta and Boston -
What does taking a walk in a pair of New Balance newSKY™ shoes and sipping from a bottle of DASANI water in PlantBottle® packaging have in common? Both are great ways to be more environmentally responsible.
Beginning this fall, DASANI and New Balance are joining together in a national co-branded campaign that promotes their shared efforts to raise awareness of the importance and benefits of recycling.
The national program, which encourages increased recycling, features DASANI PlantBottle packaging and New Balance newSKY footwear with the headlines "Step Up and Recycle" and "A bottle today. A shoe tomorrow. Recycle." The campaign will reach people at key touch points through in-store materials at New Balance retailers, Dasani retailers, out-of-home advertising, as well as online and mobile sweepstakes.
"As part of our greater effort to adopt more sustainable practices, we've recently launched our distinctive, environmentally responsible newSKY footwear line," said Wendy Yang, general manager for Wellness at New Balance. "By bringing together newSky and DASANI in PlantBottle packaging, we're clearly showing people the innovative benefits of recycling on a larger scale."
DASANI PlantBottle packaging is the first-ever fully recyclable plastic beverage bottle made partially from plants. While traditional PET bottles are made from petroleum and other nonrenewable fossil fuels, PlantBottle packaging incorporates a blend of petroleum-based materials with up to 30 percent plant-based materials. The 100 percent recyclable package was designed with the planet in mind and is intended to remind people of the importance of recycling.
"DASANI PlantBottle packaging was designed to help reduce the impact of our packaging on the environment," said John Roddey, Vice President and General Manager, Water, Tea and Coffee, Coca-Cola North America. "Together DASANI and New Balance are highlighting the positive impact people can make when they recycle. Every time someone places a beverage bottle in a recycling bin, it reduces waste and can be repurposed to make useful products like newSKY footwear."
New Balance recently debuted newSKY™, environmentally-conscious footwear for men and women made from recycled PET bottles. The upper material of newSKY footwear utilizes 95% post-consumer recycled PET plastic bottles and is adhered to the outsole with water-based glue. The average pair of newSKY uses the equivalent of eight 20-ounce PET bottles. The shoes are built with less material than traditional New Balance athletic shoes through thoughtful upper pattern design. New Balance is also encouraging people to donate their shoes when they are finished wearing them.
"New Balance newSKY is designed around the three well-known principles of reduce, reuse and recycle for the consumer who is looking to maximize their style while minimizing their environmental impact," says Yang.
The Lambesis Agency of San Diego developed the creative.
The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. The Company's portfolio includes 15 billion dollar brands, including Coca-Cola, recognized as the world's most valuable brand, as well as Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply and Georgia. Globally, we are the No. 1 provider of sparkling beverages, juices and juice drinks and ready-to-drink teas and coffees. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy the Company's beverages at a rate of 1.7 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that protect the environment, conserve resources and enhance the economic development of the communities where we operate. For more information about our Company, please visit our website at www.thecoca-colacompany.com.
New Balance, headquartered in Boston, MA has the following mission: Demonstrating responsible leadership, we build global brands that athletes are proud to wear, associates are proud to create and communities are proud to host. New Balance employs more than 3900 associates around the globe, and in 2010 reported worldwide sales of $1.78 billion. For more information, please visit http://www.newbalance.com.