Marketing Currents - Business and Marketing Current Events

Coca-Cola Rolls Out Bottles With Caps That Don’t Come Off To Reduce Litter


Many a time, you’ll find a lone bottle cap lying around. This is litter Coca-Cola wishes to clear from streets and shorelines, so it’s revamped its plastic bottles in the UK to have lids that adhere to the packaging—enabling the entire unit to be recyclable in one piece.

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Discussion Questions:

  1. What is corporate responsibility?
  2. What is sustainability?
  3. Do corporations have a responsibility to engage in finding ways to establish higher levels of sustainability as part of their business operation? Why or why not?
  4. Why do you think Coca-Cola wants to reduce litter?
  5. What is product differentiation?
  6. How might companies use sustainability practices as a positioning strategy?
  7. What is packaging?
  8. How might packaging represent an opportunity for companies to improve sustainability efforts?
  9. Based on information from this story, how is Coca-Cola changing its packaging in a way that boosts levels of sustainability?
  10. Does this initiative completely fix Coca-Cola’s sustainability problems? Why or why not?
  11. Why do you think this change is only happening in the UK?
  12. Will the new packaging eventually be introduced in the U.S. and other countries where Coke products are sold? Why is that important?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.