Coca-Cola has launched a new green initiative called the Give it Back rack, a POP display made from recycled Coke packaging. The idea behind the cardboard shelving unit is that retailers are asked to return them to Coca-Cola at the end of their useful life, at which point they're recycled.
If we look past the marketing spin—all POP displays made from cardboard packaging are recycleable, so that's not new—what we do see and like is that Coke has chosen to design the units with areas of exposed cardboard, including unfinished edges, drawing attention to the humble material itself. We applaud this decision because it is somewhat risky; it can either be perceived as cheap and shoddy or, we hope, will lead the viewer to conclude that if corrugated cardboard is good enough for a corporate giant like Coke, it has perfect validity as a structural material.
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