Crown Bevcan Europe & Middle East is working with aluminum supplier Hydro in its effort to raise awareness on aluminum's recyclability.
Hydro is giving away 600,000 aluminum cans at promotional events at universities and communities in Germany and Norway. The cans, filled with sparkling water, bear messages like "Energy Bank," "Built to Last" and "I'll Be Back" to promote the fact that aluminum cans can be recycled indefinitely and that its takes less energy to recycle an aluminum can into a new can than create a new can from raw materials.
Plastic bottles and containers, on the other hand, are commonly downcycled into non-bottle products that cannot be recycled further; however, many companies have been experimenting with adding post-consumer plastic waste to new plastic bottles.
Hydro will also have collection bins at all promotional events to recover the cans, and will make a donation to the Red Cross for every can turned in.
"While recycling initiatives have been in place in Europe for many years, as leaders in the aluminum industry and stewards of the environment, we believe greatly in the power of continued public education about the importance of recycling," said Hanne Haugen, Hydro's head of brand management. |
