Selling new soap in old bottles

New Soap is an enterprise in the United States that recycles plastic bottles of soft drinks and water companies to put them in cleaning products. The idea is owned by the artist and designer Scott Amron. Here's the backstory:

We sell brand name liquid soap packaged in old plastic soda bottles, plastic water bottles and glass beer bottles to help clean up our environments. Each bottle is cleaned, sanitized and processed for reuse as packaging for your favorite brand of liquid soap. Big companies aren't going to do this on their own. So we'll do it for them. We buy name brand liquid soap by the barrel and package it in old bottles here in America.