[GRRN] Fwd: 35-Year-Old Recyclable Aluminum Soft Drink Can Has New...

Tue, 29 Jun 1999 17:49:27 EDT

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Here's an article that I just read that I thought might be of interest to the
list. Maybe there is some way that the "Coke Take It Back" campaigners can
get involved with this to help promote or sponsor it. After all, if we CAN
convince consumers to purchase aluminum cans that will actually take away
from sales in plastic bottles.

Judi Gregory
Global Waste Recycling

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Date: Tue, 29 Jun 1999 10:32:16 EDT
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35-Year-Old Recyclable Aluminum Soft Drink Can Has New Innovation: Building

Aluminum Industry Launches National Recycling Campaign

To Benefit Habitat for Humanity

WASHINGTON, June 29 /PRNewswire/ -- The aluminum soda can turns 35 this
summer, and U.S. aluminum makers are inviting Americans to participate in a
grassroots anniversary party.

To honor the often-overlooked, yet very valuable, aluminum can, the aluminum
industry is launching a new national TV spot encouraging folks to buy and
recycle aluminum cans with proceeds going to build Habitat for Humanity
International homes; announcing a $500,000 grant program for Habitat
affiliates that recycle cans in their communities to fund house builds; and
announcing a "Snap the Coolest Can" photo contest.

"We are hosting a celebration to honor one of the world's most valuable
packaging containers, which has become a part of our everyday life," said
Richard B. Evans, chairman of the board of The Aluminum Association and
president, Alcan Aluminum Corp. "The can has been identified since its very
beginning with the ideals of recycling and raising funds for worthy causes.
And we want every consumer to have fun celebrating this anniversary with us."

It was 35 years ago, the summer of 1964, when the 12-ounce aluminum soda can
made its debut as a joint effort between Royal Crown Cola and Reynolds Metal
Company. Since the first extrusion pressed aluminum can was manufactured,
the aluminum can's distribution has rapidly increased. In its first year,
just one million cases of soda were produced in aluminum cans. And now, 35
years later, manufacturing has spun off the charts to 100 billion cans
produced every year.

"Aluminum cans are here to stay," said Jake Ivey, 88, a retired Royal Crown
product manager who was one of the first to work with the can when it rolled
off the production line in Orlando, Florida. "We saw significant growth in
the multi-millions after the first two years between 1964 and 1966. The
growth of the aluminum can is on a natural course and it is definitely here
to stay."

What's new about the aluminum soda can, one of the world's most
highly-engineered packaging containers? Now, it builds houses. The aluminum
industry is contributing money to Habitat for Humanity International as part
of the program, Aluminum Cans Build Habitat for Humanity Homes (ACBHHH).
This program, a partnership between The Aluminum Association and Habitat for
Humanity, began in 1997 to help Habitat raise money by recycling aluminum
cans to help build homes with families in need.

The program, titled "Make Every Can Count!" establishes a recycling network
where consumers may drop off their used aluminum beverage cans at designated
locations and in turn, the value of those recycled cans is contributed to
Habitat. To date, nearly 3,000 recycling locations and more than 150 Habitat
community affiliates across the country are participating. More partners are
signing on weekly.

"Now that the aluminum can helps build a home for a family in need, the can
is more valuable than ever before," said J. Stephen Larkin, president of The
Aluminum Association. "Every consumer can now reach out to families in need
of better housing, simply by recycling their aluminum cans."

The aluminum industry is going all out this summer to make sure everyone
across the country knows just how remarkable the 12-ounce can is, even after
35 years:

First Ever National TV Ad "CAN"paign

To promote its recycling program and to encourage nationwide participation,
the aluminum industry is televising a national advertisement asking consumers
to "next time, buy and recycle cans" for Habitat for Humanity.

The 30-second spot tells consumers that every time they buy and recycle
aluminum cans, money goes to Habitat. The ad, which began airing on June 14
on network and cable television, was filmed on location at a Habitat house
build in the Chicago suburbs. The advertisement features Jeffrey Rollins, a
nine-year-old boy from a Habitat family whose home is also in the commercial.
The ad will run through the end of June and rotate throughout the summer with
three other 30-second spots promoting the benefits of the aluminum can. The
entire campaign promotes what consumers love most about drinking from
aluminum cans -- freshness, convenience, and, of course, an impressive
recycling rate and its number one status as the most valuable recycling

"Make Every Can Count!" Goes Nationwide with Grant Program

Simultaneously, the industry is announcing a $500,000 grant program for
Habitat affiliates that launch and maintain noteworthy aluminum can recycling
campaigns. The grant money is to be applied toward the construction of a
Habitat home in the affiliates' communities. The first phase of grants,
announced today, recognizes ten Habitat affiliates.

They include: Warrick County, Ind. and Evansville, Ind. (jointly awarded
$30,000); Sumter, S.C. ($30,000); Albany, Ga. ($20,000); El Paso, Texas,
Lansing, Mich., and Yuma, Ariz. (each receiving $10,000); Gainesville, Texas,
Rogers, Ark., and Winter Haven, Fla. (each receiving $5,000).

Grant recipients were chosen based on their recycling campaigns, which
featured can collection sites within the local community, support from civic
groups and local businesses, longevity and a track record of publicizing the
program locally. Three additional blocks of grants will be awarded over the
next four months.

"By recycling aluminum beverage containers for Habitat, every person in
America now can easily help a neighbor in need obtain decent housing," said
Millard Fuller, Founder and President of Habitat for Humanity International.
"Our affiliates have a new, exciting opportunity to obtain needed funding to
begin and complete construction on their houses. I commend the aluminum
industry and our affiliates for their innovative recycling efforts to help
eliminate substandard housing in the United States."

With the Habitat for Humanity partnership, Chairman Evans feels strongly that
Americans now have even more reason to reach for aluminum cans. "It's a
fitting tribute to the unmatched environmental and economic benefits of the
aluminum can that on its 35th birthday, millions of Americans have another,
even more meaningful way to make every can count," he said.

The Coolest Photo "CAN"test of the Summer

To celebrate the can's time honored status as the standard in soda drinking,
the aluminum industry is also announcing a fun contest, "Snap the Coolest
Can" Photo Contest.

The contest, to be conducted between the July 4th holiday and Labor Day, when
the most soda in aluminum cans is consumed, is designed to show that the
aluminum can is everywhere in American culture, thank soda lovers for making
the aluminum soda can part of their everyday life, and raise more money for

The photo contest will ask consumers to take pictures of them buying
drinking, recycling or otherwise using America's favorite soft drink package
in zany, or everyday, ways.

The winning photo will not only win $5,000 in cash for its owner, but it will
also generate a $5,000 donation to the winner's local Habitat affiliate in
their name.

The "Snap the Coolest Can" Photo Contest will be promoted through the
Internet, drive time radio and a national print publicity campaign.

"From pull-tab necklaces to the honeymooner's getaway car, the can has
touched many aspects of our lives since its introduction in 1964," Larkin
observed. "So if you are on vacation, at a family reunion, partying at the
beach or just trying to get rid of lots of empty aluminum soda cans, get
creative and grab your camera! It just might be the luckiest thing you do
for yourself...and a needy family...this summer."

For additional information on ACBHHH and facts about aluminum can recycling,
visit The Aluminum Association's Web site at www.aluminum.org . For a list of
participating recycling drop-off locations in your area, consumers can call

The Aluminum Association, based in Washington, D.C., represents U.S.
producers of primary and aluminum, recyclers, and semi-fabricated producers.
Member companies operate approximately 200 plants in 35 states.

SOURCE Aluminum Association

CO: Aluminum Association; Habitat for Humanity International

ST: District of Columbia



06/29/99 10:30 EDT http://www.prnewswire.com

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