PETpla.net Insider 10 / 2017

LABELLING PET planet Insider Vol. 18 No. 10/17 www.petpla.net 39 Fitzroy uses washed-up Coca-Cola labels for sustainable rum label closures A blend of waste Dutch agency Fitzroy wants to stay the course towards a cleaner world by rethinking one of the favourite ways of consuming: drinking. With their new product, Fitzroy Premium Navy Rum, they are giving people the opportunity to drink and clean the ocean at the same time: each bottle cap is a unique recycled item of washed up Coca-Cola wrappers. W W W . I N T R A V I S . C O M Label inspection at up to 50 objects per second. Optional with a 360° wraparound-control LabelWatcher ® Label & Print Inspection Today. Inspection for all types of In-Mold-Labels Inspects the printed image on your products IMLWatcher ® PrintWatcher ® During January of 2017 the Dutch beaches of the North Sea Islands were polluted with red Coca-Cola wrappers. This was when the Amsterdam-based agency Fitzroy decided to recycle and reuse the washed up labels to create their own special blend of ‘rum-coke’, using the labels as the main ingredient for bottle caps. By melting, blending and pressing the labels collected from the Wadden beaches of the North Sea islands, they produced caps for rum bottles in a marble-like structure. Before that, the labels have to be washed, then they can be heated and pressed into a square mould. Into the final cube, an opening is cut-out after cooling. Together with recycled glass flasks, Fitzroy has created a sustain- able liquor packaging. The eye-catch- ing marble look-a-like top creates a unique and distinctive design which is intended to invite people to reuse this bottle for other purposes as well. Fitzroy Premium Navy Rum with its artful recycled label-based caps, was introduced in April 2017 and can be sourced in selected retailers. All profits will be donated to the Dutch North Sea Foundation. www.fitzroy.nl www.fromwastetowasted.nl