Coke and sustainability: How the right thing to do became the smart thing to do

Geoffrey Precourt

Coca-Cola – long an advocate for a healthier, greener, more equitable planet with its emphasis on women, water and well-being – began its latest corporate social responsibility (CSR) initiative when, the rapper/singer/songwriter/entrepreneur/actor/DJ/record producer/philanthropist, arrived for a meeting with Bea Perez, who at that time was Coke's North American cmo.

"I wasn't sure what to do with it. And, he said, 'Well, what we're gonna do, Bea, is we're going take your [recycled] Coca-Cola bottles and turn them into something cool – things that people will wear," Perez revealed.