Burn, a leading energy drink from The Coca-Cola Company, recently donated 250,000 aluminium cans to  Dubai-based Emirates Environmental Group (EEG) to highlight conservation and the need for efficient use of resources.

The initiative was held to mark the launch of the 500ml can of Burn that also witnessed a 'Guinness World Record' in the highest number of energy drink cans crushed. The record breaking event was held during the Monster Truck show at Jumeirah Beach Residence.

A total of 61,106 cans were crushed in just three minutes, bagging the record announced by an official adjudicator from Guinness World Records that presided over the entire challenge.

Burn energy drink was granted a certificate stating its position as record holder of the highest number of cans crushed in three minutes by a vehicle.

Commenting on the Coca-Cola initiative to recycle all cans crushed during the activity, Habiba Al Marashi, co-founder and chairperson of EEG said, “The Coca-Cola family has proved to each of us how large corporate giants can have a lasting effect on the environment. We are delighted to be associated with the Burn event where 250,000 aluminium cans are crushed by Coca Cola and sent for recycling.”

Antoine Tayyar, public affairs and communications director for Coca-Cola Middle East said, 'When it comes to a Coca-Cola event, we always strive to organise events that are not only entertaining, but also consequential while focusing on the common values and social ethos.'

The launch of “Burn” 500ml can is a perfect example of such events, especially that it speaks to the young generation in their language and raises their awareness about environmental issues, he added.-TradeArabia News Service