Musician and producer will.i.am has joined forces with the world's largest beverage brand, Coca-Cola, to create a brand collaboration called EKOCYCLE, an initiative that aims to create awareness about recycling.
The EKOCYCLE initiative will focus on using plastic bottles and aluminum cans to create fashion and lifestyle products. As such, the venture also includes partnerships with Beats by Dr. Dre and New Era, both of whom have created headphones and baseball caps partially crafted from recycled components to be part of the EKOCYCLE collection.
According to vice president and chief sustainability officer of Coca-Cola Bea Perez, the brand collaboration aims to promote recycling by providing products that consumers around the world are demanding. "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," Perez says.
Further, the EKOCYCLE initiative comprises a website that provides tips on recycling from the organization Earth911, and it will also involve donating profits from the EKOCYCLE products to other recycling organizations and projects.
Key Themes Behind This Trend
- Recycling Awareness
- The EKOCYCLE collaboration aims to educate consumers about recycling through the creation of fashion and lifestyle products made from recycled materials.
- Sustainable Fashion
- EKOCYCLE promotes the use of plastic bottles and aluminum cans to create fashion products, creating an opportunity for disruptive innovation in the sustainable fashion industry.
- Partnership Marketing
- The collaboration between EKOCYCLE, Beats by Dr. Dre, and New Era showcases the potential for disruptive innovation in the field of partnership marketing, where brands come together to promote a shared cause.
Where This Applies
- Recycling Industry
- The EKOCYCLE initiative's focus on recycling and its donations to recycling organizations and projects highlight the potential for disruptive innovation in the recycling industry.
- Fashion Industry
- EKOCYCLE's use of recycled materials in fashion products presents an opportunity for disruptive innovation in the fashion industry, encouraging sustainability and responsible consumption.
- Consumer Electronics Industry
- The collaboration between EKOCYCLE and Beats by Dr. Dre showcases the potential for disruptive innovation in the consumer electronics industry, combining sustainability and technology.
