On the Ekocycle with Coke, will.i.am
Coca-Cola has joined forces with Beats by Dr Dre, New Era, Earth 911 and artist will.i.am to launch a new initiative, Ekocycle, aimed at educating consumers about recycling, as well as helping brands make ‘on-trend’ products featuring recycled materials.
“Together with will.i.am, we will promote recycling in a unique way with other well-known brands to create lifestyle products that consumers worldwide desire,” says Bea Perez, chief sustainability officer, Coca-Cola. “Today’s generation of young consumers represents an active force and the Ekocycle brand aims to be a driver in rallying their support and efforts around a global sustainability Ekocycle.”
“With the Ekocycle brand, I’m on a mission to educate and inspire consumers around the globe to seek out more sustainable lifestyle choices that will ultimately play a part in the movement toward a world with zero waste,” says will.i.am.
Earlier this year on the recycling front, Coca-Cola donated 1,000 syrup drums for reuse as rain barrels in communities across the US. The brand said it was working with partners to encourage communities to save water and to push it back into nature as part of its water stewardship programme.