Coca-Cola returning to F1 with Lotus sponsorship [w/videos]

Jonathon Ramsey — Sat, 24 Nov 2012 15:00:00 EST

Filed under: Motorsports, Marketing/Advertising, Lotus

Even before Red Bull Racing became a record-breaking three-time Constructor's Champion in Formula One, it has dominated conversations both as a team and as an energy drink. After seven years of "Red Bull this" and "Red Bull that," Coca-Cola is reportedly ready to jump into the F1 fray with its Sweden-based energy drink Burn.

Rumors had placed Coca-Cola's entry with McLaren F1, but it's actually Lotus that has secured the deal. We have no idea what the sponsorship will look like, but the website for Burn says that "We [intend] to foster that creativity by incorporating art and music in a way that will break the conventions of traditional F1 sponsorship," Lotus F1 team principal Eric Boullier adding "We are excited to partner with burn to build a new and innovative model for sponsorships that will combine experiences, content creation and social media..."

Since most - including this writer - have no idea what Burn is, we've included a couple of Burn commercial spots to help get us up to speed, which you'll find below. The 2012 season hasn't even ended, and we're already looking forward to 2013...

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Coca-Cola returning to F1 with Lotus sponsorship [w/videos] originally appeared on Autoblog on Sat, 24 Nov 2012 15:00:00 EST. Please see our terms for use of feeds.

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Banned Four Loko energy drink recycled into ethanol?

Sebastian Blanco — Fri, 07 Jan 2011 08:28:00 EST

Filed under: Etc.

Straight from the "Never Expected To See This" file is a story regarding plans for all those banned and discontinued cans of alcoholic energy drinks that were taken off the market late last year. Instead of bring poured on the ground in honor of all the parties that will forever be less exciting due to the inability of people to mix their own guarana-filled sugar water with vodka, leftover Four Loko (and other drinks) will be turned into ethanol thanks to recyclers like MXI Environmental Services in Virginia.

According to the Associated Press, drink producers, which have been sitting on a lot of the unopened cans, are shipping them to Abington, Virginia, where MXI will distill the alcohol from the drinks and sell it to a flex-fuel blender. The cans then go to an aluminum recycler, and the water in the drink and the cardboard packages are also reused.

MXI's Vice President of Operations at the facility, Brian Potter, tells the AP that a "couple of hundred truckloads," each carrying 2,000 cases, are on their way to MXI, which can process four truck a day. "There are about 30 different products involved, and we've only seen a couple of them at this point. It could go on for several months," he said.

[Sources: Associated Press, Domestic Fuel | Image: Elaine Thompson/AP]

Banned Four Loko energy drink recycled into ethanol? originally appeared on Autoblog on Fri, 07 Jan 2011 08:28:00 EST. Please see our terms for use of feeds.

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