SeaWorld Designs New Conservation Minded Cup

REDUCE, REUSE, RECYCLE AND … REFILL
SEAWORLD DESIGNS NEW CONSERVATION-MINDED CUP TO INTERACT WITH COCA-COLA FREESTYLE

Custom Technology Engages Guests on a Personal Level

Orlando, Fla., May 14, 2013 – This penguin-shaped cup may look cute and cuddly, but it has a noble purpose: encourage guests to help the planet, one refill at a time.

In conjunction with SeaWorld® Orlando’s epic new attraction and ride Antarctica: Empire of the Penguinâ„¢ opening Memorial Day weekend, SeaWorld has created the Cup That Caresâ„¢ — a new reusable cup program with a twist of technology. The innovative, interactive cup was designed specifically to connect with Coca-Cola Freestyle beverage dispensers in the new realm.

The new Cup That Cares engages guests in a personalized manner to reuse materials and reduce their carbon footprint. An RFID chip embedded in each Cup That Cares interacts with software at Coca-Cola Freestyle® dispensers to calculate and tell guests how they are being more environmentally responsible by choosing to reuse.

Plus, SeaWorld will donate $1 from each Cup That Cares purchase to the SeaWorld & Busch Gardens® Conservation Fund, a not-for-profit foundation that helps protect wildlife around the world.

HOW DOES IT WORK?

Technology embedded in the Cup That Cares calculates the amount of CO2 each guest saves from entering the atmosphere when they choose to reuse the cup for refills at Coca-Cola Freestyle machines in Antarctica: Empire of the Penguin. With each refill at the designated machines, exclusive software developed by Coca-Cola and SeaWorld serves up an onscreen message that is customized to that guest’s Cup That Cares history. The message thanks the guest for choosing to reuse, tracks how many refills the Cup That Cares has been used for, and calculates the running total of CO2 the guest has saved from entering the atmosphere.

Each refill with a reusable cup prevents the emission of approximately 27 grams of CO2.

WHAT DOES IT LOOK LIKE:

There are two options, both available exclusively in the new Antarctica: Empire of the Penguin attraction at SeaWorld Orlando:

• Cup That Cares souvenir reusable cup – available at the two beverage stations inside the attraction for $9.99 – is adorned with photos of Puckâ„¢ and his penguin family. Puck is the hero penguin character featured throughout the new realm,

• Create A Cup That Cares – Guests may build their own personalized penguin-shaped character cup by choosing from more than 40 accessories such as eyes, hair, glasses, hats, bow tie, necklaces and even miniature Shamu ice cream bars and SeaWorld shopping bags. The Create A Cup That Cares will be sold in the Antarctica gift shop, and includes a free first fill at the nearby Antarctica beverage stations. Create A Cup That Cares experience starts at $15.95 with the option to add accessory items.

“Just as penguins do within their colonies, humans also can band together to make a big difference through small actions,” said Dan Brown, Chief Operating Officer of SeaWorld, Discovery Cove and Aquatica Parks. “We see great potential with this new program because it encourages guests to be more aware of their actions – and reduce their carbon footprint — in an easy, fun and innovative way. Each step may be small, but it all adds up when we work together.”

Refills throughout the park for both Cup That Cares options are $.99 each.

PLUS — NEW custom Coca-Cola flavor served up only at Antarctica

The Cup That Cares concept was developed in partnership with the park’s beverage partner Coca-Cola, whose Coca-Cola Freestyle dispensers offer guests more than 100 different beverage brands. Also only in Antarctica, Coca-Cola Freestyle will offer an all-new, vanilla-infused choice — South Pole Chillâ„¢.

For more information, visit www.SeaWorldOrlando.com

About Antarctica: Empire of the Penguin:

The biggest expansion in SeaWorld’s history, Antarctica: Empire of the Penguin opens Friday, May 24 and combines a state-of-the-art family adventure ride with up-close encounters with hundreds of penguins – kings, gentoos, AdÃ©lies and rockhoppers.