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Coca-Cola launches 'Drink 2 Wear' sustainable apparel line

09
Apr '08
Shoppers will soon have the opportunity to make a sustainable fashion statement. Starting this week, select Wal-Mart stores across the country will display Coca-Cola “Drink 2 Wear” apparel made from recycled plastic bottles. The colorful t-shirts are made from a blend of recycled plastic bottles and cotton and feature playful, pithy slogans such as “Make your Plastic Fantastic” and “Rehash your Trash.”

The t-shirt designs and imprinted messages on the men's and women's shirts are intended to promote recycling of used beverage bottles into renewable, reusable products. Accompanying graphics stamped on the inside of each shirt depict the act of recycling a plastic bottle and remind consumers to “re-fulfill a bottle's destiny and become something great again.”

The men's t-shirt features a “4 Inside” neck label; and the women's t-shirt features a “3 Inside” neck label to indicate the number of PET bottles recovered and reused to create each shirt.

“These fun t-shirts merge trend with consciousness, reminding shoppers that small steps – like recycling a few bottles – can go a long way towards helping to preserve our environment,” said Stuart Kronauge, vice president, marketing Coca-Cola North America. “If the 200 million Wal-Mart shoppers in the U.S. purchase these shirts, they will help us reuse and divert more than 700 million bottles from the waste stream.”

Coca-Cola partnered with Wal-Mart to support the mass retailer's Earth Month program designed to highlight products in-store that can help consumers live a more sustainable lifestyle. Prominent Wal-Mart store displays will include a selection of Coca-Cola beverages in plastic bottles along with the t-shirts.

Point of purchase signage will serve as an additional reminder to shoppers to recycle their used bottles. The Coca-Cola “Drink 2 Wear” t-shirt line will be supported by a television, radio and print advertising campaign that began airing on March 30. The shirts will be available at select Wal-Mart stores across the country and on Wal-Mart.com.

Coca-Cola North America


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