In May 2009, The Coca-Cola Co. unveiled its new package. According to the press release, the PlantBottle™ is fully recyclable, has a lower reliance on non-renewable resources, and reduces carbon emissions compared with polyethylene terephthalate (PET) plastic bottles. The rest of the press release discusses the environmental virtues of the new package, but dialogue with Coke employees revealed a different (though equally important) driver: “We have been in business for over 100 years and we plan to be in business for over 100 more years. We are taking steps now to reduce our dependence on petroleum-based raw materials.”