I found this while looking for environmentally responsible graphic design works. The idea here is to remove the paint from a can of coca cola in order to save energy and materials, reducing the environmental impact overall. This might seem like a small change but when you look at the figures:
"daily 2007 numbers from Global INForM Cases Sales database: The total number of Coca-Cola cans sold per worldwide is 67,873,309. Diet Coke and Coke Zero sold 35,387,241, while My Coke sold 103,260,550. Yes, that's all per day. So using only classic Coca-Cola's daily sales figures, that means 24,773,757,785 are sold every year. Twenty-four billion cans… Sounds good to me, and it even looks better if you take into account all kinds of Coke. That brings up the number to 75,380,201,500 cans."Added together that is a massive amount of cans, together making a big change. And that is from almost 5 years ago - no doubt these numbers have only increased since then.
I think in the real world, this concept would be hard to implement, the Coca-Cola brand must spend millions in advertising and brand development and have a very specific Red, Black, Silver colour scheme with their Classis, Zero, and Diet products - removing these colours from all of their cans would be to the detriment of the brand. However, considering Diet Coke is already using a silver colour scheme, theres no reason why this couldnt be used to some extent - perhaps using minimal paint to add additional information to the can. If they did this I think the product would look fantastic, minimalist silver cans amongst all the cluttered soft drinks packaging you see in supermarkets would definitely stand out while still being unmistakably Coca-Cola.
Wayne
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