fuseproject was given two tasks by Coca-Cola. The first was to re-strategize the brand-licensing program. For years, Coca-Cola has licensed its brand to manufacturers who splashed the familiar Coca-Cola name and colors across beach towels, coffee mugs, t-shirts, and a huge assortment of other products. While the licensing practice had always proved lucrative, it was
diluting the value of the brand. Second, Coca-Cola had seen the sea-change taking place in America around recycling and sustainability. Bottles and cans are some of the most recycled products on the market and Coca-Cola saw an opportunity to help improve recycling and conceive new approaches to a corporate sustainability strategy.