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Dentyne announces winners of playwright contest with new campaign

BY Allison Cerra

PARSIPPANY, N.J. Dentyne, the gum brand behind the popular ‘Make Face Time’ campaign, announced winners of Dentyne’s REALationships competition.

Dentyne partnered with the Manhattan Theatre Club to celebrate “face time” through theater, one of the original forms of face-to-face entertainment, to encourage participants to express their own views about the state of modern relationships in the digital age. The winners, Dina Epshteyn and Mike Salomon, along with three other finalists, received the once-in-a-lifetime opportunity of producing their plays with MTC at City Center in New York City and participating in REALationships, a live production event hosted by actor and artistic friend of MTC, Josh Lucas.

The theme of the presented plays mirrors Dentyne gum’s popular Make Face Time ad campaign, which depicts everyday people in relationships spending time getting close to each other. Growing up in the digital age, Epshteyn and Salomon are well immersed in social networks and communicate with friends and family online. The plays represent different stories and views on the balance in relationships between high-tech and high-touch.

“The ‘Make Face Time’ campaign reminds us that there is no substitution for the powerful bond we create through face time,” said Josette Barenholtz, marketing director for Dentyne  gum. “We are pleased to support the Manhattan Theater Club in its efforts to foster up-and-coming playwrights and provide us with the unique face-to-face experience of live theater.”

For additional information on the Dentyne playwriting contests, visit www.dentyne.com/realationships/.

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Coca-Cola gets eco-friendly with new ‘PlantBottle’

BY Allison Cerra

ATLANTA The Coca-Cola Company unveiled Thursday a new plastic bottle made partially from plants.

The “PlantBottle” is fully recyclable, has a lower reliance on a non-renewable resource, and reduces carbon emissions, compared with petroleum-based PET plastic bottles.

“The ‘PlantBottle’ is a significant development in sustainable packaging innovation,” said Muhtar Kent, chairman and CEO of Coca-Cola. “It builds on our legacy of environmental ingenuity and sets the course for us to realize our vision to eventually introduce bottles made with materials that are 100% recyclable and renewable.”

The “PlantBottle” is currently made through an innovative process that turns sugar cane and molasses, a by-product of sugar production, into a key component for PET plastic. Coca-Cola is also exploring the use of other plant materials for future generations of the “PlantBottle.”

Manufacturing the new plastic bottle is more environmentally efficient as well. A life-cycle analysis conducted by Imperial College of London indicates the “PlantBottle™” with 30 percent plant-base material reduces carbon emissions by up to 25 percent, compared with petroleum-based PET.

Another advantage to the “PlantBottle” is that, unlike other plant-based plastics, it can be processed through existing manufacturing and recycling facilities without contaminating traditional PET. So, the material in the “PlantBottle” can be used, recycled and reused again and again.

Coca-Cola North America will pilot the “PlantBottle” with Dasani and sparkling brands in select markets later this year and with Vitaminwater in 2010. The innovative bottles will be identified through on-package messages and in-store point of sale displays. Web-based communications will also highlight the bottles’ environmental benefits.

“The ‘PlantBottle’ represents the next step in evolving our system toward the bottle of the future,” said Scott Vitters, director of sustainable packaging of Coca-Cola. “This innovation is a real win because it moves us closer to our vision of zero waste with a material that lessens our carbon footprint and is also recyclable.”

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Pepsi Co’s Frito-Lay division announces recycled packaging initiative

BY Allison Cerra

PURCHASE, N.Y. Frito-Lay North America, a division of PepsiCo, today announced a new partnership with TerraCycle, an upcycling company that will take used packaging from Frito-Lay snack products and turn them into affordable, quality goods. Through this joint program, consumers and local community groups can earn money by collecting the used packaging, and at the same time, redirect packaging from landfills.

Over the past few years, the company’s packaging initiatives have made some significant strides. This includes reducing the amount of plastic in packaging by 10% and over the last five years eliminating 12 million pounds of materials used to make the snack bags. Earlier this month, the company announced that in 2010 its SunChips brand will be introducing a fully compostable bag made from plant-based renewable material. Marking the company’s latest effort, Frito-Lay will be the first snack food company to fund the collection and upcycling of its used packaging.

“Consumers interact everyday with our company and our brands through packaging,” said Gannon Jones, vice president, portfolio marketing, Frito-Lay North America. “The TerraCycle program builds on our existing efforts to minimize the impact of packaging, while also engaging and rewarding our consumers for being part of the solution.”

The company is asking consumers to form Chip Bag Brigades; for every bag a brigade collects and sends to TerraCycle, Frito-Lay will donate two cents to their charity of choice. Initially, there will be 1,000 collection sites and more are expected to be added during the year. The goal of the program is to engage at least 150,000 people and divert more than 5 million bags from landfills. Consumers can learn more about forming Chip Bag Brigades at www.fritolay.com/terracycle.

The packaging from all the company’s popular brands, such as Lay’s potato chips, Doritos and Tostitos tortilla chips and Cheetos cheese flavored snacks, will be used to make quality, affordable products such as purses, pencil cases and tote bags, which will be available at major retailers like Walmart by late 2009.

This packaging innovation is in line with the commitment by PepsiCo, Frito-Lay’s parent, to reduce the company’s impact on the environment through water, energy and packaging initiatives.

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