Coca-Cola’s “Give It Back” Program at Fashion Week

February 16, 2009

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Coca-Cola’s new “Give It Back” recycling program is making multiple appearances around New York.

This week it’s the Mercedes-Benz Fall Fashion shows, where 25 “Give It Back” recycling bins will be available for the event’s 100,000 attendees, collecting an estimated 11,000 pounds of recyclables.

In January, Coca-Cola sponsored a “Give it Back” recycling education program outside the New York Public Library. On New Year’s Eve the “Give it Back” program was launched on Coca-Cola’s iconic Times Square billboard, which his year is being converted to run on wind power, according to the company.

The new campaign tells consumers, “If you’ve had a Coke in the last 40 years, you’ve played a part in one of the largest beverage recycling efforts in the world.”

“With ‘Give It Back,’ we aim to inspire people to join us in our efforts to recycle and reuse all of our bottles and cans in the U.S.,” said Celeste Bottorff, vice president of Living Well, Coca-Cola North America.

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