Pepsi’s aluminum recycling campaign “Have we met before?” reminds consumers they can make a difference


PURCHASE, N.Y. – April 15, 2008 – Wonder why that can of
Pepsi you’re holding feels so familiar? It could be because it’s been in your
hand before.

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. The “Have we met before?” campaign is designed to
communicate the benefits of aluminum can recycling and encourage Pepsi
consumers to make recycling a part of their daily routines.

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.

“Recycling is a small step everyone can take that
will make a real difference for our planet,” says Krebs.  “Our research tells us that most people
recycle, when they remember.  That’s why
reminding people about the positive impact of simply recycling an aluminum can
is so powerful.  A campaign like the one
Pepsi is running will undoubtedly have a positive impact by reminding Americans
to recycle and raising awareness of what effect recycling has on this great big
beautiful planet we live on.”

“It’s important for all of us – companies and individuals-
to do our part and recycling is one of the easiest ways to get involved,”
says Russell Weiner, VP of colas, Pepsi-Cola North America.  “What better way to bring our
Performance with Purpose mission to life and remind people of the benefits of
recycling than by putting a message on the can itself, something that touches
millions of people across the country every month?”

PepsiCo’s commitment to sustainable growth, defined as
Performance with Purpose, is focused on generating healthy financial returns
while giving back to communities the company serves. This includes meeting
consumer needs for a spectrum of convenient foods and beverages, reducing the
company’s impact on the environment through water, energy and packaging
initiatives, and supporting its employees through a diverse and inclusive
culture that recruits and retains world-class talent.

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

Consumers have said that the information helps them
understand the importance of recycling and provides them with an added
incentive to do their part because they feel it’s the right thing to do for the

The “Have we met before?” recycling messages to
be featured on Pepsi and Diet Pepsi cans this year include:

*       Recycling
could save 95% of the energy used to make this can.

*       On average,
aluminum cans produced in the United States contain 40-50% recycled content.

*       The average
person has the opportunity to recycle 25,000 cans in a lifetime.

*       Recycling a
single aluminum can saves enough energy to power a TV for three hours.

*       Recycle
this can and save enough energy to power a 100-watt light bulb for four hours.


About the National Recycling Coalition

Founded in 1978, the National Recycling Coalition ( is the largest
national nonprofit organization dedicated to the advancement and improvement of
recycling, waste prevention, composting and reuse. NRC’s objective is to
eliminate waste and promote sustainable economies through advancing sound
management practices for raw materials in North America. NRC is an IRS tax
exempt 501(c)(3) organization with members that span all aspects of waste
reduction, reuse and recycling in North America. The Coalition represents
advocates from every region of the country, in every sector of the waste
reduction field, including local recycling coordinators, state and federal
regulators, corporate environmental managers, environmental educators and
advocates, consumers and waste management professionals.


About Pepsi-Cola North America

Purchase, N.Y.-based Pepsi-Cola North America ( is the refreshment beverage unit
of PepsiCo, Inc., in the United States and Canada. Its U.S. brands include
Pepsi, Mountain Dew, Aquafina, Sierra Mist, IZZE, SoBe, Mug, Tava, Tropicana
Twister Soda, Tropicana Juice Drinks, Dole and Ocean Spray single-serve juices.
The company also makes and markets North America’s best-selling ready-to-drink
iced teas and coffees, respectively, via joint ventures with Lipton and

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