The Coca-Cola Company’s new digital billboard in Times Square is not only going green with its use of wind power, but it has also started the trend among 30 billboards at the iconic intersection of 47th Street and Broadway in Manhattan.
Coke also announced Monday (Dec. 29) it will debut a new “green” ad on New Year’s Eve: “Refresh. Recycle. Repeat.” The ad touts Coca-Cola’s goal to recycle or reuse 100 percent of the aluminum beverage cans and PET plastic bottles it sells in the U.S., part of the company’s Live Positively operating philosophy.
According to Coca-Cola, the group of wind-powered billboards have an electric supply agreement with ConEdison Solutions and the building management company. Collectively, the group’s green initiative will prevent the release of 1,866 metric tons of carbon dioxide each year.
“Coca-Cola has always held a historic place in Times Square, where we’ve been one of the longest continuous billboard advertisers, starting in 1932, and we are proud to lead this renewable energy movement on the Great White Way,” said Dana Barba, assistant vp, portfolio operations, Coca-Cola N.A.
Early next year, Coca-Cola also plans a recycling education event in New York City’s Bryant Park. On Jan. 10 and Jan. 11, the Coca-Cola Recycling Team will be outside the New York Public Library, where consumers can learn about recycling, play trivia and interactive games, and view items made from recycled bottles.