Coca-Cola will spend an estimated $10 million on a major sustainability ad campaign, AdAge reports. The theme isn’t just the environment, but “sustainable well-being,” which Coke says encompasses a mental, physical, community and environmental perspective.
Coke says one impetus behind the casmpaign was its own customers asking where Coke was in the sustainability space. “Consumers let us know that by not talking about this, we were letting others define us as an uncaring company aligned with the pressures consumers are living with,” a Coke spokesperson told AdAge.
The campaign breaks this week with a three-page print spread in publications such as The New York Times, USA Today and The Wall Street Journal. The ad features a new aluminum bottle and directs people to coca-cola.com/learnmore. There will be two later print executions and a TV spot.
Coke ranked first out of 16 Food & Beverage companies, according to the Covalence Food & Beverage Industry Report 2007 that gives companies an ethical ranking.
The company is helping to build a $45 million plastics recycling plant in South Carolina and has set a goal of having every bottle it sells in the U.S. recycled or reused.