Overview
The cola wars are now fought on a battlefield of green credentials: Coke and Pepsi are already in an arms race over the sustainability of their bottles, and now Coke has taken the fight to shelving. Their Give It Back displays are made from recycled Coke packaging cardboard and are designed to be used, then recycled again once past their 'shelf-life'.
While there is very little new in the concept — at the end of the day, it's just recycled cardboard — it's good to see the drinks giant taking up new green initiatives, which will hopefully provoke others into following suit or coming up with their own ideas.
As an added bonus, it should help Americans (the shelving is only planned for US stores) come to appreciate the humble corrugated cardboard. Of course, here in Australia we're reminded of its sturdiness every election, but Coke's initiative should help people start to accept cardboard as more than just the stuff things come in. Research into the properties of cardboard suggest it could be an ideal building material for housing.
[via core77]