The Coca-Cola Company is stepping up its efforts as a global leader in sustainability.

It recently introduced its eco-friendly PlantBottle in the US, starting with its Odwalla and Dasani brands. And now, on the cusp of Earth Day, it's asking its US retailers to go green by using its environmentally friendly "Give It Back" racks.

The corrugated racks are designed to be easily recycled at retail outlets with onsite corrugate recycling capabilities, or bottlers can return them to a Coca-Cola facility for recycling via Coca-Cola delivery trucks.

OK, it may not sound sexy, but it's an industry first.

Coca-Cola's free-standing, 100% recyclable display racks are aimed at convenience and grocery stores, and helps the company "close the loop" on an eco-system that gets closer to its sustainability goals.Continue reading...

He may have joked about buying Pluto on April Fool's Day, but Sir Richard Branson's latest brand adventure is no joke.

In his latest quest to prove the elasticity of his brand (and imagination), Branson today officially unveiled Virgin Oceanic, a two-year deep sea mission "to assist science in understanding our eco system and raise awareness of the challenges facing our Oceans."

With the tagline "Five Dives, Five Oceans, One Planet," the scientific expedition was announced during Earth Month with the goal of exploring the deepest points in the world's oceans, but it won't be a sightseeing expedition.Continue reading...

In this national TV spot, Coca-Cola introduces the US to its new nationally available PlantBottle for Dasani, billing it as"the first 100% recyclable beverage package made from up to 30% made from plants." Dasani was Coca-Cola's pilot brand to test the PlantBottle. It's also being joined by sister beverage brand Odwalla, as announced today — just in time for Earth Month.

Toyota's swift handling of Lexus SUV issue includes safety tests on all SUVs. [NY Times | AP]

Coke kicks off Earth Month campaign. [Adweek | DMN News]

Pfizer developing Viagra-like drug for women. [ABC News]

Nike's "Masters' voice" ad the last straw in Tiger Woods' marriage? [People]

Crocs tries to shed its dowdy image. [NY Times]

P&G resumes sponsoring family-friendly prime-time TV movies. [Cincinatti Enquirer] Continue reading...

With Earth Day coming up on April 22 and its brand a bit shaky lately among its primary constituency, Whole Foods Market executives determined that the time must be right to mount a new appeal to the chain’s core market of upscale, often liberal-leaning foodies.

So the Austin, Texas-based company is launching a sort of festival of films that rail against the mainstream food industry, as part of an overall initiative it calls, “Let’s Retake Our Plates!” Whole Foods said that it wants to help consumers “understand how the food choices they make have an impact on health and the environment."

“Our goal is to help open people’s eyes to the reality of what’s going on with food in our world,” said Mara Fleishman, global project leader, said in a Whole Foods statement. “Conscious food choices can make a difference."Continue reading...