Coca-Cola Red Turns Green

Many marketers who've jumped on the "Green" Wagon have regarded it as a fad - something to be followed until the public drifted elsewhere (see "greenwashing").

Coka-Cola Enterprises chairman and CEO John Brock seems to be saying that Big Red has a Green Soul, and means every word of it. Read on (free registration) in this interview of Brock by Knowlege@Wharton (School of Business, University of Pennsylvania). There's also an audio link at the top of the article.

And when you get done there, see this about Coke's commitment to green advertising.

From this morning's American Advertising Federation SmartBrief.