Best Environmental Marketing Gimmick

Coke breeze

Staff Pick

Just a few years after community anger had prompted the removal of a massive pile of "pet coke" from the riverfront near Southwest Detroit, a new pile began to appear. But the people responsible had a soothing argument: It's not pet coke — it's "coke breeze." Why should that make you feel better? Because a lawyer for the company storing it says coke breeze is entirely different than pet coke. Sure, there are a few passing similarities to what happened a few years ago, such as the way the dust blows off the piles into people's homes. But it's really, totally different. Why? Because it has a different name. Don't you feel better already?

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