• Wall Street Journal, Thursday, April 22, 2010 12 PM

PepsiCo, meanwhile, is launching an initiative to encourage people to recycle bottles and cans by placing thousands of kiosks in heavily trod areas such as concert venues, grocery stores and busy city streets, Valerie Bauerlein reports.

PepsiCo is partnering with Waste Management on the "Dream Machine" kiosk, which Bauerlein describes as sort of "a vending machine in reverse." It has a video screen that plays videos like those at gas pumps. But it also dispenses rewards to registered users.

"There's got to be something in it for people, both through material rewards and emotional rewards," says Jeremy Cage, PepsiCo's "Dream Machine" project director. "We have to get people to put up with a little inconvenience and say, 'I'll hang on to it a little bit and get a little bit of a reward," agrees Tim Carey, PepsiCo's sustainability director.

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