Wonder why that can of Pepsi you're holding feels so familiar? It could be because it's been in your hand before.

With at least 40 percent of the average aluminum can made from recycled material, Pepsi is telling the story of how used cans gain new life through recycling. The "Have we met before?" campaign is designed to communicate the benefits of aluminum can recycling and encourage Pepsi consumers to make recycling a part of their daily routines.

The recycling facts and messages, which were provided by the National Recycling Coalition, will be featured on approximately 500 million Pepsi cans and 250 million Diet Pepsi cans nationwide each month. That's a total of seven billion cans by the end of the year. The ad value for the space on those cans is estimated to be worth between $35 million and $40 million.

Kate Krebs, executive director of the National Recycling Coalition, says the initiative is well worth it.

"Recycling is a small step everyone can take that will make a real difference for our planet," says Krebs. "Our research tells us that most people recycle, when they remember. That's why reminding people about the positive impact of simply recycling an aluminum can is so powerful. A campaign like the one Pepsi is running will undoubtedly have a positive impact by reminding Americans to recycle and raising awareness of what effect recycling has on this great big beautiful planet we live on."

"It's important for all of us -- companies and individuals -- to do our part and recycling is one of the easiest ways to get involved," says Russell Weiner, VP of colas, Pepsi-Cola North America. "What better way to bring our Performance with Purpose mission to life and remind people of the benefits of recycling than by putting a message on the can itself, something that touches millions of people across the country every month?"

PepsiCo's commitment to sustainable growth, defined as Performance with Purpose, is focused on generating healthy financial returns while giving back to communities the company serves. This includes meeting consumer needs for a spectrum of convenient foods and beverages, reducing the company's impact on the environment through water, energy and packaging initiatives, and supporting its employees through a diverse and inclusive culture that recruits and retains world-class talent.

Research has shown that people are more inclined to recycle when they learn about the benefits of recycling, particularly the energy savings. Consumers have said that the information helps them understand the importance of recycling and provides them with an added incentive to do their part because they feel it's the right thing to do for the environment.

The "Have we met before?" recycling messages to be featured on Pepsi and Diet Pepsi cans this year include:

· Recycling could save 95 percent of the energy used to make this can;

· On average, aluminum cans produced in the United States contain 40-50 percent recycled content;

· The average person has the opportunity to recycle 25,000 cans in a lifetime;

· Recycling a single aluminum can saves enough energy to power a TV for three hours; and

· Recycle this can and save enough energy to power a 100-watt light bulb for four hours.

For more information, visit Pepsi’s environmental initiatives webpage.

4/18/2008