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Reinventing The Can

Genesis Inc.

We recently worked on positioning and naming for a truly revolutionary product. Novelis, a leading aluminum producer and the global leader in aluminum recycling, created the world's first high-recycled content, low carbon footprint container - a 90% recycled content aluminum can. Recycled and recyclable, the new product, which we helped name "evercan," will reduce the need for–and environmental consequences of–mining new aluminum. Novelis hopes to see the evercan on store shelves early next year

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