Coca-Cola shifts to green advertising. Wednesday, 7th January 2009 Source : Coca-Cola Company.
Wind powered the way into the new year for the Coca-Cola Company; their iconic red billboard in New York City's Times Square has gone "green".
Coca-Cola is leading an unanimous eco-friendly shift to wind power among 30 billboards that tower over the world's most recognizable intersection.
Coca-Cola was the first company to select clean, renewable wind power to light up their billboard located at 47th and Broadway. After Coca-Cola made their commitment, all of the neighboring billboards on three buildings around Times Square joined the movement through an electric supply agreement with ConEdison Solutions and the building management company.
Collectively, the group's volunteer move will prevent the release of 1,866 metric tons of carbon dioxide each year. On its own, Coca-Cola's pioneering move to 100 percent wind power for its billboard will have the equivalent effect of removing 75 passenger automobiles from the road for one year or converting 38 households to wind power for one year. The "greening" of the Coca-Cola billboard is also equivalent to reducing 376 metric tons of carbon dioxide emissions annually or planting 471.5 acres of trees.
"Coca-Cola has always held a historic place in Times Square, where we've been one of the longest continuous billboard advertisers, starting in 1932, and we are proud to lead this renewable energy movement on the Great White Way," said Dana Barba, Assistant Vice President Portfolio Operations, Coca-Cola North America.
"Renewable power is good for our climate and our economy, and helps make America more self-reliant in terms of energy supplies," said Jorge Lopez, president and CEO of ConEdison Solutions. "We applaud Coca-Cola for its leadership in turning the Great White Way green."
Fittingly, the newest ad on the billboard, starting on New Year's Eve, will be Coca-Cola's "Refresh. Recycle. Repeat." touting the Company's long-term goal to recycle or reuse 100 percent of the aluminum beverage cans and PET plastic bottles it sells in the U.S.
The recycling theme will be brought directly to consumers in New York City's Bryant Park early next year. The Coca-Cola Recycling team will be in the park outside the famous New York Public Library's main branch on January 10th from 12-8 p.m. and January 11th from 12-5 p.m. Pedestrians can come and learn about recycling, play trivia and interactive games, see items made from recycled bottles and learn what they can do to keep the earth clean.
This voluntary action is the latest example of Coca-Cola's commitment to Live Positively, an operating philosophy that guides the Company's service to its customers, consumers and communities. This guiding philosophy is the basis for the Company's consumer-focused programs, products and packaging, and efforts to help the environment.
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