Aluminum Industry Announces $14 Million Program to Meet 75 Percent Recycling Rate.WASHINGTON, D.C.--(BUSINESS WIRE)--Nov. 5, 1997--The Aluminum Association announced today a $14 million advertising and public relations public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most program as its strategy to meet a 75 percent recycling recycling, the process of recovering and reusing waste products—from household use, manufacturing, agriculture, and business—and thereby reducing their burden on the environment. goal for used aluminum beverage cans A beverage can is most often an aluminium can manufactured to hold a single serving of a beverage. Overview The early metal beverage can was made out of steel (similar to a tin can) and had no pull-tab. . The key element of the $14 million program is an advertising campaign, which includes new advertisements airings this week in markets that cover more than 35 percent of the U.S. population. The campaign, which extols the benefits of the aluminum can, targets adults who are consumers of soft drinks packaged in aluminum cans. Four messages are included: the ability of aluminum cans to quickly chill soft drinks; the long-lasting freshness of soft drinks packaged in aluminum cans; the recycling value of aluminum cans; and the recyclability of aluminum cans. "We believe this advertising campaign is a major step forward for the industry," said Steve Bettcher, vice president can sheet sales and marketing for Kaiser Aluminum Kaiser Aluminum (NASDAQ: KALU) is an American aluminum producer. The company was founded in 1946 by American industrialist Henry J. Kaiser. Kaiser entered the aluminum business by purchasing two government-owned aluminum facilities in Washington state. & Chemical Corp. and chairman of The Aluminum Association's Can Committee, which is financing the program. In addition to Kaiser, member companies participating in the program include Alcan, Alcoa, ARCO ar·co adv. & adj. Music With a bow. Used chiefly as a direction to indicate the resumption of bowing after a pizzicato passage. Adj. 1. , Commonwealth Aluminum, and Reynolds Metals Reynolds Metals Company (RMC) was the second largest aluminum company in the United States, and the third largest in the world. The company became well-known for the consumer product Reynolds Wrap as well as being a leader in developing and promoting new uses for aluminum; Company. "Our intent is to reach out to the consumer and remind them of the benefits of the aluminum can. We want the consumer to maintain their strong purchasing preference for soft drinks in aluminum cans and to return those cans to the aluminum industry in record numbers for recycling," Bettcher added. The industry announced earlier this year its intent to reach a 75 percent recycling rate for used aluminum beverage cans. Currently, the industry maintains a recycling rate of 63.5 percent for cans -- the highest of any packaging container. The $14 million program will also establish a recycling network, which the industry will unveil later this year with one of the nation's leading international charities. The program will encourage consumers across the country to drop off their empty aluminum cans at a variety of convenient locations. In return, the value of those cans will be sent directly to the charity to help it achieve its goals. "This program is another way we are reaching out to the consumer to strengthen their preference for aluminum cans," Bettcher said. "This multi-faceted program is a win-win for the industry and the nationally-known charity. Over time, we anticipate this program will contribute up to $10 million to the charity." The Aluminum Association represents U.S. producers of aluminum. Member companies operate about 300 plants in 40 states. -0- Editor's Note Editor's Note (foaled in 1993 in Kentucky) is an American thoroughbred Stallion racehorse. He was sired by 1992 U.S. Champion 2 YO Colt Forty Niner, who in turn was a son of Champion sire Mr. Prospector and out of the mare, Beware Of The Cat. Trained by D. : VHS (Video Home System) A half-inch, analog videocassette recorder (VCR) format introduced by JVC in 1976 to compete with Sony's Betamax, introduced a year earlier. copies of the four ads are available upon request. CONTACT: The Aluminum Association, Washington Yvonne Folkerts, 202/862-5161 |
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