EKOCYCLE Promotes Sustainability with will.i.am and Coca Cola

Brand initiative EKOCYCLE, a collaboration between will.i.am, The Coca Cola Company and other iconic brands, aims to encourage recycling and sustainability amongst consumers.

EKOCYCLE wants to inspire global social change by helping consumers understand that "waste" items today could be transformed into an aspirational but attainable lifestyle product in the near future.

EKOCYCLE Promotes Sustainability

Recyclable products such as plastic bottles and aluminium cans will be repurposed into fashionable and valuable products, and promoted by EKOCYCLE. Through this, it hopes to heighten demand and use of recyclables, highlighting the importance of reusing such products.

Co-founder will.i.am said: "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."

"By making products that contain recycled materials more attractive to both businesses and consumers, everyone can do their part to keep the cycle going to turn discarded waste into cool, new items. The Coca-Cola Company shares this vision and together working with local communities worldwide we will showcase the greater value of recycling, as well as selecting products that feature recycled materials."

Beats by Dr Dre and New Era are the first brand partners to join EKOCYCLE, with Beats headphones premiering this autumn, and other products including New era hats becoming available early 2013.

will.i.am and Coca Cola

Bea Perez, vice president and chief sustainability officer, The Coca-Cola Company reports: "The EKOCYCLE brand initiative is a platform that aligns with our vision of zero waste and our focus on sustainability. 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. 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 movement."

Consumers in the U.S.A. will be able to use the recycling directory created by Earth911, accessible through the EKOCYCLE webpage. It suggests over 1.5 million ways to recycle across the U.S.A. via an interactive, searchable online directory.

"Recycling is one of the easiest sustainable actions consumers can take, but without real-time access to local options, people are often left confused and frustrated," said Raquel Fagan, vice president of media for Earth911. "The EKOCYCLE brand initiative takes a forward-thinking approach and demonstrates how companies can play a role in eliminating this confusion and empowering consumers."