Sustainability. Still a buzzword, and a bandwagon that Coca-Cola has (quite rightly) finally jumped on. Marketing Week reports that the soft drinks giant is launching a multi-million pound campaign encouraging consumers to recycle its bottles. But is this all dare I say it, a bit of PR fizz? Don't get me wrong, the ad campaign itself is super smart - sterling work by Ogilvy and Mather Berlin. However, Coke's goal of increasing recyclable materials in its bottles from 25% to 50% by 2020 falls a little flat to me. If they care as much as they say they do, where's the 100% target? Greenpeace's John Sauven has plenty to say on the subject and his piece on the Guardian is well worth a read. It'll be interesting to see how the sustainability drive the company is on plays out over the next three years, and for us perhaps even more interesting, how it's marketed to consumers.