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Wonder why that can of Pepsi you are holding feels so familiar? Could be because it's been in your hand before. With at least 40% of the average aluminium can made from recycled material, PepsiCo is now using the cans themselves to spread the recycling message.

The company’s 'Have we met before?' campaign is designed to communicate the benefits of aluminium can recycling, and encourage Pepsi consumers to make recycling part of their daily routine.

Recycling facts and messages from the National Recycling Coalition (NRC) are being featured on about 500 million Pepsi cans and 250 million Diet Pepsi cans across the US every month. That's a total of seven billion cans by the end of the year.

The ad value for the space on those cans is estimated to be worth between $35 million and $40 million. NRC Executive DirectorKate Krebs believes the initiative is well worth it.

"Recycling is a small step everyone can take that will make a real difference for our planet," said Krebs. "Our research tells us that most people recycle, when they remember. That's why reminding people about the positive impact of simply recycling an aluminium can is so powerful.”

"It's important for all of us – companies and individuals – to do our part, and recycling is one of the easiest ways to get involved," added Russell Weiner, Vice-President of Colas for Pepsi-Cola North America. "What better way to bring our Performance with Purpose mission to life, and remind people of the benefits of recycling, than by putting a message on the can itself, something that touches millions of people across the country every month?"

"Have we met before?" recycling messages that will appear on Pepsi and Diet Pepsi cans over the coming months will include: * Recycling could save 95% of the energy used to make this can. * On average, aluminium cans produced in the US contain 40-50% recycled content. * The average person has the opportunity to recycle 25,000 cans in a lifetime. * Recycling a single aluminium can saves enough energy to power a TV for three hours. * Recycle this can and save enough energy to power a 100W light bulb for four hours.