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Brief Published: 25 May 2011

Coca-Cola’s Give it Back Rack


Soft drink giant Coca-Cola has launched a new green initiative called the Give it Back Rack – a point-of-purchase (pop) shelving display made from recycled Coke packaging. Retailers are encouraged to send it back when it comes to the end of its life, allowing Coca-Cola to recycle it again. 

The unit itself is a move away from the company’s traditional metal and plastic pop displays and explores a new rough, unfinished aesthetic. It says the corrugated cardboard design is "the first in a family of recyclable displays from Coca-Cola, including a rack made entirely of recycled PET plastic".