MillerCoors Partners With RecycleBank To Relaunch Award-Winning Online Video, "The Cycle"

Just in time for Earth Day, MillerCoors and RecycleBank have partnered to relaunch "The Cycle," an animated video that helps answer the important question of what happens to recyclables after they are collected. "The Cycle" won the "Best Educational Resource" award at this year's South by Southwest Interactive Festival in Austin, Texas.

"Recycling is one of the easiest steps we can take to protect our environment, but many people wonder what actually happens once those cans, bottles and newspapers get picked up by the recycling truck," said Morley Ivers, Chief Rewards Officer for RecycleBank. "RecycleBank created ‘The Cycle' to educate people, in an entertaining way, about the recycling process. We are excited to have our Reward Partner, MillerCoors, on board to help promote the message of recycling."

RecycleBank is a recycling rewards program currently servicing households across 18 states. To date, RecycleBank has helped to divert more than 141,000 tons of recyclables from landfills and households have cumulatively saved more than 1.4 million trees and more than 95 million gallons of oil through their recycling efforts.

In January 2009, MillerCoors celebrated the 50th anniversary of the recyclable aluminum can, which was invented by Bill Coors in 1959 and revolutionized the beer and consumer packaged goods industry and spurred recycling efforts nationwide.

"At MillerCoors, we are committed to zero waste operations and recycle 98% of our brewery waste. Our Rewards Partnership with RecycleBank and the relaunch of the interactive video ‘The Cycle' is an extension of our commitment to environmental sustainability and zero waste," said Kim Marotta, Vice President of Corporate Social Responsibility for MillerCoors. "Through recycling teams that drive conservation efforts at our breweries and community partnerships with companies like RecycleBank, MillerCoors is actively working to bring landfill contributions down and increase recycling of glass, aluminum, plastics and paperboard."

"The Cycle," which can be found at www.recyclebank.com/recycling, takes viewers through each step of the recycling cycle, from recycling collection to processing to manufacturing new products from recycled material. With the goal of sharing the knowledge about recycling and helping people understand their eco-footprint, the video can be downloaded in three formats and is meant to be shared.

SOURCE: MillerCoors and RecycleBank