Global musical artist and producer will.i.am and The Coca-Cola Company are collaborating with other iconic brands to inspire a global movement with the launch of EKOCYCLE a stand-alone brand initiative dedicated to helping encourage recycling behavior and sustainability among consumers through aspirational, yet attainable lifestyle products made in part from recycled material.
The concept, which Coca Cola are referring to as a ‘brand initiative’, is to brand recycled products with a cooler image that younger customers can relate to. Through the initiative they are hoping to make recycling behaviour within communities more accessible and understandable.
Every product will be marked with a logo indicating how many recycled cans or bottles went into the item.
“If you think about (recycled) products now, none of them are cool,” Will.i.am said when asked about recycling. “You have to bring some art and fashion sensibility into this technology that turns a bottle into something cool.”
Beats by Dr. Dre® and New Era® are the first brand partners to join the EKOCYCLE brand initiative in its mission to inspire and educate individuals and communities to live a more sustainable lifestyle. As a part of the partnership, these collaborative efforts will produce on- trend products made partially from recycled materials. Additional EKOCYCLE brand collaborations will be announced later this year. Check out the video below and grab yourself a pair of Beats by Dre from here – http://www.funkear.com.au/beats-by-dre.html