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7UP-Project 7 Partnership Encouraging Soda Drinkers to 'Make Your Bottle Count'

Image credit: Project 7

Project 7, a mission-driven company that donates proceeds from the sale of its products (including bottled water, gum, mints and coffee) to one of seven social and environmental causes, has rather appropriately teamed up with 7UP® for a campaign to “make every bottle count.”

Through November, specially marked 20 oz. bottles of 7UP sold in the US will feature a unique code under the cap buyers can then log onto the Make Your Bottle Count website and enter their code to choose one of 7 areas of need — Feed the Hungry, Heal the Sick, Hope for Peace, House the Homeless, Quench the Thirsty, Teach them Well and Save the Earth — that they would like 7UP’s donation from their purchase to benefit.

The partnership, which launched last month, is the first of its kind for Project 7, which normally partners with nonprofits that benefit any of the seven causes. To kick off the partnership, 7UP made an initial donation that was dispersed equally among the causes; the soda maker says its commitment to making additional donations of an undisclosed amount to the causes of customers’ choice through the under-the-cap program enables consumers to make their own impact on the world.

“Through this program, consumers can control what area 7UP gives to. Should consumers want to provide clean drinking water, then they can enter their unique code to support that pillar of Quench the Thirsty,” said Eric Blackwood, director of marketing for 7UP. “Working with Project 7 is a great way to empower our consumers to make a positive impact in our communities and across the globe.”

“When we connected with 7UP, we immediately recognized that we have an opportunity to positively affect people from all walks of life and give them the resources and tools they need to succeed,” said Tyler Merrick, founder of Project 7. “This is the first time Project 7 has embarked on this type of partnership, and we couldn’t be more thrilled with this venture.”

Project 7 says sales of its gum and mints to date have resulted in the creation or donation of:

  • 31,000 malaria treatments
  • 20,000 days of counseling
  • 150,000 days of schooling
  • 32,000 days of shelter
  • 1.5 million meals given
  • 40,000 people with clean water
  • Over 3 million trees

Since launching “Make Your Bottle Count” last month, 7UP reports just over 2,000 donations have been made, along with impact updates in each of the seven areas of need: As of February 25, Feed the Hungry is the cause most often chosen by 7UP drinkers, with 532 caps to date; followed by Heal the Sick (398), House the Homeless (347), Save the Earth (252), Teach Them Well (201), Quench the Thirsty (159) and Hope for Peace (117).

“Ultimately, the more consumers participate, the more 7UP gives, and the more good is done in the world,” Blackwood added.

The specially marked 20 oz. bottles of 7UP will be on shelves in retail locations across the country through Nov. 30, 2014.

Companies large and small are using a variety of partnership models to increase impact in areas of need around the world:

  • In 2012, Unilever partnered with PSI (Population Services International) to launch its not-for-profit Waterworks program, which engages Facebook users to help provide safe clean drinking water to communities in need around the world. When Facebook users sign up to Waterworks, they are partnered with a PSI-trained “Waterworker” and choose a small daily donation. Their funds will directly support water-poor communities, where Waterworkers provide on-the-ground education about the benefits of clean drinking water and distribute Pureit water purifiers and sachets to families in need.
  • Each year, Recyclebank’s Green Schools Program grants money to schools across the US to bring to life unique projects that will lead to greater sustainability in their classroom and community. Recyclebank members are encouraged to donate points to participating schools to help them reach their target funding goals. For every 250 member points donated, Recyclebank awards schools $1 to help fuel their sustainability projects..
  • Online fashion retailer Nomadista launched in September with a mission to provide shoppers with beautifully designed products that are responsibly sourced and made, while helping to improve conditions and create opportunities for underserved children in Colombia. The startup not only offers clothes and accessories that adhere to environmental, economic and social criteria, but also helps fund educational and social programs for these vulnerable children through a percentage-of-purchase donation scheme: For every $100 spent on Nomadista.co, one day of school (8 hours of school, 4 meals and health check-ups) is donated to children in vulnerable communities across Colombia. 
SB Issues in Focus For more examples of groundbreaking cross-sector partnerships driving social and environmental change, check out our editorial channel highlighting #Collaboration.

Jennifer Elks is Managing Editor at Sustainable Brands. She is a writer, editor and foodie who is passionate about improving food systems, closing loops and creating more livable cities. She loves cooking, wine, cooking with wine, correcting spelling errors in… [Read more about Jennifer Elks]


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