The Coca-Cola green initiative called 'Give it Back' might be a catalyst in how brands approach the design of their packaging. The 'Give it Back' initiative uses cardboard as the basis for the shelving unit and asks retailers to return the shelves to the soft drink manufacturer when they are done. What is really interesting about this Coca-Cola green initiative is that it has elected to have the unfinished edges exposed on the cardboard structure.
Leaving the edges unfinished is a bold move that calls attention to the structure. By doing so, the soft drink manufacturer is saying that the material is good enough for it. Such a bold move might encourage other companies to think about their products own life spans.