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REXAM BEVERAGE CAN NORTH AMERICA | JUNE 2008 | PAGE 1
GOING GREEN
Aluminum can positioned well in
environmental movement
Consumers across the globe are increasingly “Going Green,” determining
ways to reduce their impact on the environment.
This effort has resulted in a growing push for “sustainable” packaging, or
packaging whose lifecycle – manufacturing to recycling to manufacturing –
has a low effect on the environment. The terms “environmental friendliness”
and “sustainability” are the buzz words finding space in the press and
resonating with consumers. As aluminum cans are recycled at more than
double the rate of any other beverage package, this is the main point the
beverage can industry is communicating.
The Aluminum Can Council (ACC) – a team made up of can makers
and aluminum sheet suppliers is helping to get this message to consumers.
The ACC placed a multi-page ad campaign
promoting aluminum cans in
Wal-Mart’s consumer magazine
which reaches one million
consumers a month. The ad points
consumers to an educational
website,
www.recyclecansnow.com, which
explains the value of recycling.
“ This is an ideal package.
It’s a completely closed cycle.”
— E. Neville Isdell,
Chairman and CEO, Coca-Cola
Many Rexam customers already
understand the aluminum can’s
environmental advantages, including
industry-leader Coca-Cola. In a recent
Forbes magazine article, Coke’s
CEO commented on the question of
sustainability.
The following is a direct excerpt: “E.
Neville Isdell, the chairman and CEO
of Coca-Cola, is talking about one of his
favorite subjects: saving the planet. The writer
asks him what a sustainable package for the
company’s drinks would look like. ‘This is an
ideal package,’ he replies, sipping from an
aluminum can of Coke Zero. ‘It’s a completely
closed cycle.’ True enough. Aluminum can
be recycled indefinitely. Put a Coke can in a
recycling bin, and the aluminum finds its way
back to a store shelf in about six weeks.”
The “Power” of the
Aluminum Can
Ten reasons the aluminum can is the best
sustainable package:
1. Aluminum cans are recycled at more than
double the rate of any other beverage
package.
2. Aluminum cans are the most recycled and
most recyclable beverage container in the
world. 105,784 cans are recycled every
minute nationwide.
3. Used aluminum cans are recycled and
returned to a store shelf as a new can in as
few as 60 days.
4. Recycling aluminum cans saves 95 percent
of the energy used to make aluminum cans
from virgin ore.
5. Aluminum never wears out and can be
recycled over and over, forever.
6. Recycling one ton of aluminum saves the
equivalent in energy of 2,350 gallons of
gasoline. This is equivalent to the amount of
electricity used by the typical home over a
period of 10 years.
7. For each pound of aluminum recovered,
Americans save the energy resources
needed to generate about 7.5 kilowatthours
of electricity. That’s enough energy
saved each year by recycling aluminum to
meet the electric needs of a city the size of
Pittsburgh, PA for six years.
8. Recycling one aluminum beverage can
saves enough energy to run a television for
three hours. And a year’s worth of cans
could light Washington DC for almost four
years.
9. Recycling aluminum creates 97% less water
pollution than producing new metal from
ore.
10. Americans earn about $1 billion a year
recycling aluminum cans.

Consumers want beverages that are good for their bodies
and the planet. Enter Aqua Planet, a vitamin-enhanced water
available in Rexam’s 24 oz. re-sealable aluminum Cap Can ®
with technology from Dayton Systems Group.
Power Brands chose to bring Aqua Planet to market in
this unique container because it is 100% recyclable. But it’s
not just good for the environment. The Cap Can keeps the
beverage fresh and cold longer, and keeps the light out due to
aluminum’s superior barrier properties.
Aqua Planet has a blueberry pomegranate flavor, is slightly
carbonated and has 50 calories per eight oz. serving. This
purified water helps consumers stay hydrated and delivers a
blend of nutrients including Calcium and Vitamins A, C, B6
and B12. It will soon be introduced in three additional flavors –
cherry lime, pineapple mango and lemon cranberry.
“We are committed to satisfying consumers and protecting
our planet by offering refreshing, purified water in a 100%
recyclable aluminum container,” said Darin Ezra, CEO, Power
Brands. “That’s why we chose to partner with Rexam. They
delivered a re-sealable aluminum package that is good for the
environment, appeals to consumers and differentiates our brand
on store shelves.”
With a tagline
of “Refresh.
Recycle. Reuse.,”
Aqua Planet is
also sold in 16
oz. and 12 oz.
SLEEK cans
from Rexam. It is
available now in
select retail stores
in California.
Power Brands
plans to expand
distribution
throughout the
US this year as
well as in Europe,
Asia and the
Caribbean.
“The Rexam Cap
Can remains a key
REXAM BEVERAGE CAN NORTH AMERICA | JUNE 2008 | PAGE 2
GOING GREEN
Aqua Planet
Rexam Cap Can ®
Aqua Planet vitamin water in the
Rexam Cap Can is featured in
New York’s Times Square.
chooses
to launch brand
component in our drive to be a specialty size leader in the
US,” said Steve Wirrig, vice president, Sales and Marketing,
Rexam BCNA. “We expanded Cap Can capacity last year
and are in discussions with numerous customers looking
to use this package to
“ Rexam delivered a
re-sealable aluminum
package that is good
for the environment,
appeals to consumers
and differentiates our
brand.”
— Darin Ezra, CEO,
Power Brands
differentiate their brand
and achieve higher retail
price points.”