Novelis:
Advancing Aluminum Recycling Globally
Opportunity
- Cookerly developed a creative opportunity for Novelis, the world’s largest recycler of aluminum, to activate “Recycle for Good” at the Kentucky Derby. This campaign to recycle cans from beverages consumed at the Derby helped support Habitat for Humanity homes.
- Additional programs support “Novelis 3×30’s” ambitious goals to further advance circularity/recycling and decarbonization by the end of 2030.
Strategy | Execution
- Boosted awareness of Novelis by educating consumers at the event and online with information about 100% recyclable aluminum.
- Leveraged the high-end event to host government officials and customers in manufacturer’s important state of Kentucky and beyond.
- Simultaneously positioned the Novelis CFO as an expert thought leader on industry and finance-related topics for tier-one media.
- Promoted wide-ranging Novelis initiatives via ongoing media relations.
Results | Impact
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Aluminum cans collected and recycled at Churchill Downs
Engagement:
Incorporated employees as ambassadors to increase grassroots involvement
Notable coverage:
Secured dozens of top national and local placements on broader Novelis initiatives: Associated Press, The Wall Street Journal, Fortune, S&P Global, FastMarkets
With more than two decades of experience in public relations and journalism, Mike is a strategic communications leader who focuses on media relations and reputation management.