Coca-Cola has teamed with rapper-entertainer Will. I. Am. to create Ekocycle- a new e-commerce site devoted to offering sustainable products created from recycled material. The site differentiates itself among other green-retailers by selling high-end goods, with style that most sustainable products lack. Will I. Am. spoke to the Associated Press expressing his concern that recycled goods in the market carry a reputation for being more functional than fashionable. He claims that when thinking about “[recycled] products now, none of them are cool” (Hollywood Reporter). The new partners hope to expel this stigma by creating Ekocycle, a store that sells goods that are not only green, but also “bring some art and fashion sensibility into this technology” (HR). Shoppers can browse current merchandise, including EkoCycle Beats by Dre headphones, and while also having the option to suggest products they hope to see among future offerings.
Coca-Cola is invested in increasing the low rates of national recycling, as today only “30 percent of people recycle in the U.S.” Coke’s Chief Sustainability Officer, Bea Perez believes that educating the public and changing sustainability into an easy and accessible process will help to raise this number. Coke also sees Will as having the potential to inspire a “youth movement” and ease shoppers into spending the extra few dollars- associated with recycled goods (MNN). The beverage brand is furthering its devotion to the cause by donating at least $1 million from its licensing products to other organizations committed to recycling and social change.
Coke has integrated its bottle into the first TV spot for Ekocycle . The commercial showcases how a little creativity can transform a bottle- and other recyclable goods- into innovative, artistic consumer styles. Coke Ekocycle provides users with the opportunity to “wear their consciousness” and make purchases that have an impact beyond just superior style (HR).
Blog post written by Deutsch Intern: Olivia Lassoff
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