Coke turns green for 2010 Olympics

As part of its Olympic sustainability program, Coca-Cola Canada is offering Canadians the chance to carry the Olympic torch.

As part of its Olympic sustainability program, Coca-Cola Canada is offering Canadians the chance to carry the Olympic torch.

Some 1,000 bearers will be chosen via Sogoactive.com, which encourages teens to organize activities with friends, set goals and track progress. A Sogo Carry the Flame roadshow is currently visiting 25 cities in three months to give kids a chance to see the torch up close.

Meanwhile at iCoke.ca, anyone over the age of 13 can nominate themselves or their community group as a torchbearer. The first chosen include WWF Canada CEO Gerald Butts and the Mississauga Braves hockey team.

Coke has also announced an ambitious 0% waste target at the Games, with 100% of bottles collected and 95% diverted from landfills. To help reach this target, Coke will roll out its ‘Give it Back’ recycling program, which includes branded recycling bins, signage, and Coke employee uniforms made from PET. The program launched in the U.S. in January.

‘It’s our way of trying to get people to think of bottles in terms of potential, and show how recycled bottles can become something new,’ says Coca-Cola Canada public affairs officer Kristy Payne, adding that Coke has plans for the recovered plastic in the form of a yet-to-be-announced legacy project.