At the 2017 World Economic Forum, Tom Szaky, CEO of TerraCycle, asked brands to re-think packaging. This conversation was the genesis of Loop, which had its inception two years later at the 2019 World Economic Forum. TerraCycle and approximately 25 consumer product companies announced that Loop would launch in Paris and the Northeastern U.S. in May 2019. The opportunity was to create significant worldwide press coverage for the announcement of Loop. We had journalists agree to an embargo, so stories would not break before the announcement and run immediately after the announcement. We received tremendous coverage of the Loop announcement.

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