Coca-Cola in Great Britain knew it had taken on a huge challenge of Michael Phelps' record-breaking proportions.
When the London Organizing Committee of the Olympic and Paralympic Games (LOCOG) committed to a zero-waste-to-landfill target, Coca-Cola made a pledge to recycle all soft drinks bottles that were disposed of at Olympic and Paralympic venues and return that waste into new bottles within six weeks.
With anticipation that it would sell about 20 million bottles of Coca-Cola products during the course of the Games, this was not an easy endeavor.
"This is the first time bottle-to-bottle recycling had undertaken on such a huge scale within such a tight timeframe," a Coca-Cola spokesperson told PlasticsToday. "But we knew it had the potential to take LOCOG a considerable way toward its zero waste targets."...