May 2008

Seven billion Pepsi cans to feature recycling messages

With at least 40% of the average aluminum can made from recycled material, Pepsi is telling the story of how used cans gain new life through recycling. Pepsi’s “Have we met before?” campaign is designed to communicate the benefits of aluminum can recycling and encourage Pepsi consumers to recycle.

The recycling facts and messages, which were provided by the National Recycling Coalition, will be featured on approximately 500 million Pepsi cans and 250 million Diet Pepsi cans nationwide each month. That’s a total of seven billion cans by the end of the year. The ad value for the space on those cans is estimated to be worth between $35 million and $40 million. Kate Krebs, executive director of the National Recycling Coalition, says the initiative is well worth it.

Research has shown that people are more inclined to recycle when they learn about the benefits of recycling, particularly the energy savings.