Is Coke’s Environmental Effort the Real Thing?

It’s easy to point your finger at Coca-Cola’s environmental effort and use your middle finger instead of your index finger. But when one of the world’s largest fillers of landfills, that’s where 75% of all Coke bottles end up, adopts the PlantBottle, a more eco-friendly bottle made in part from sugar cane and molasses, we should all drink to that. 

This move alone doesn’t make Coke a green champion but it certainly will help make them less of a culprit. And all that green money they’ll spend to promote it will help to get the environmental message out to a much broader segment of the population. We should all hope this will start a trend in the beverage world and their competition will follow, as they usually do. Since we started writing the Green Marketing Blog, our hope was to help marketers take their messages and their products more mainstream so the green world becomes the everyday and not the alternative world. 

A marketing professor interviewed for this article said, “Anything you wrap in green is going to sell.” I don’t agree. Green, as we’ve said many times before, needs to make sense if it’s going to be viable for the long haul.  If not, it will stay on the fringes and that’s not where the real change takes place. 

Irv

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