Coca-Cola took to Rock in Rio 2024 another sustainable solution. The event, which took place on the 12th, 14th, 15th and 19th and will continue on the 20th, 21st and 22nd of September in Rio de Janeiro (RJ), featured the music platform Coke Studio, a space 100% supported by clean energy solutions through energy technologies Green Power One.
The project has a clean energy distribution system that combines the supply of electricity with I-REC Certification (International Renewable Energy Certificate), a biodiesel-powered generator and an energy storage solution in a 250kV lithium battery.
Additionally, Coke Studio will feature a kinetic dance floor that transforms participants’ movement and dance time into energy. The EcoPista is run with the support of neoenergy.
Second Katielle Haffner, Director of Sustainability and Corporate Relations at Coca-Cola Brazil and Southern Cone, the commitment to ESG agenda includes investing in new technological solutions and democratizing the topic for the consumer.
“At Rock in Rio, we will do this in a playful way, raising environmental awareness among the public and implementing solutions such as the EcoPista, the I-REC Certification and so many others that help us envision a more sustainable future,” says Katielle.
To Lorenzo Perales, Marketing Director at Neoenergia, the company is a protagonist in the country's energy transition and continues to play an active role in the decarbonization of the economy with sustainable solutions that use renewable sources.
“The partnership with Coca-Cola at Rock in Rio celebrates the coming together of two leading brands to raise awareness in society about the importance of reducing carbon emissions. Music has always been a tool for social transformation that is now driving sustainability on the planet,” says Perales.
Other sustainable solutions
A Coca-Cola, in partnership with Heineken, Red Bull and Braskem, will also manage festival waste with packaging circularity. A reusable cup operation will be carried out, encouraging conscious consumption and the correct disposal of waste.
There is also a discount for making a second purchase of the same drink. With this measure, the festival expects to avoid the generation of more than 14 tons of waste during its seven-day event.
In addition, there are exchange points where participants can convert waste into gifts. At the end of the festival, the waste will be collected by cooperatives of waste pickers from Ancat (National Association of Waste Pickers) and Coca-Cola will purchase the material.
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