Coca-Cola’s legendary “Contour” bottle, patented in 1915, is one of the most recognizable containers in the world. Verallia bought virtually the whole stock of the brand’s reusable bottles to turn them into new containers, inspired by the original model. In this way, the newly created bottle is lighter; 1.2 times more bottles are produced for each recycled unit, thus saving energy and raw materials. The bottle’s capacity has increased from 200ml to 237ml, reducing again the packaging weight per liter of beverage. This initiative exemplifies the circular economy; it is also a way to foster employment.