I-Days Italy & Coca-Cola Partner To Increase Recycling

I Days Festival In Milan
The audience Liam Gallagher’s July 1 performance at I-Days 2023 in Milan, Italy. (Photo by Sergione Infuso/Corbis via Getty Images)

The Italian city of Milan is home to the annual I-Days, a concert series promoted by Live Nation, which just completed July 15.

The promoter today announced that the event has partnered with the Coca-Cola brand to increase can recycling at I-Days.

The initiative is led by CIAL, Italy’s non-profit consortium representing manufacturers committed to reducing and reusing packaging. One of its current projects is called Ogni Lattina Vale, which translates as “every can counts.”

Live Nation and Coca-Cola implemented the project at this year’s I-Days, which boasted a lineup including Florence + The Machine, Foals, Sudan Archives, Rosalia, Paolo Nutini, Travis Scott, The Black Keys, Liam Gallagher, and Red Hot Chili Peppers.

A colourful pop-up installation, placed side by side to form the event’s logo, welcomed the audience at the entrance of the Snai Racecourse, where I-Days take place.

The public was invited to guess the exact number of pressed cans contained in a bale placed next to it. They could win one of CIAL’s Ricicletta bikes, a city bike made from the equivalent of 800 beverage cans.

“We are thrilled to partner with the CIAL Consortium and promote the ‘Every Can Counts’ initiative at I-Days Milano Coca-Cola 2023,” says Michela Trevisan, Sponsorship Manager, Live Nation Italia. “By recycling the aluminum cans consumed during the festival, we are taking a step towards creating a more environmentally-conscious event. Together, we can inspire others to embrace recycling ‘on-the-go’ and in ‘out-of-home’ settings.”

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