Boston, MA 06/20/2014 (wallstreetpr) – The Coca-Cola Company (NYSE:KO) collaborated with the producer and global music artist, will.i.am, on June 19, 2014 as well as other renowned brands in order to launch EKOCYCLE™, the initiative to encourage recycling. EKOCYCLE™ is dedicated towards the community in order to inspire and encourage everyone towards recycling behaviour as well as sustainability. The company said that a part of the licensing profits generated from EKOCYCLE brand initiative will be used for additional recycling as well as community improvement.
The EKOCYCLE Brand Initiative
The Aim of developing EKOCYCLE Brand Initiative was education of the consumers regarding the recycling choices that they face every day. The initiative is aimed at empowering the consumers towards the purchasing decisions, all of which is a part of an overall corporate responsibility and social change movement of the Coca-Cola Company.
The initiative encourages recycling by letting the consumers understand about those items which are considered waste in the present, but can become the important lifestyle products tomorrow.
As a part of the initiative, the EKOCYCLE Brand will at first identify the products like aluminium cans and plastic bottles, which can be used for recycling into fashionable lifestyle products. The demand and use of the recycled materials shall be encouraged as a part of this initiative.
Other Iconic Brand Partners of EKOCYCLE brand initiative
Apart from will.i.am, Beats by Dr. Dre® and New Era® have also become the first brand partners who collaborated with The Coca-Cola Company (NYSE:KO) to join EKOCYCLE brand initiative. Other brand collaborations associated with this initiative will be announced by the company later in this year.
Statement from the vice president and chief sustainability officer, The Coca-Cola Company
The vice president and chief sustainability officer, The Coca-Cola Company (NYSE:KO), Bea Perez said that the initiative offers a platform which matches the company vision of zero waste with the sustainability focus. He added that along with will.i.am, The Coca-Cola Company will undertake the task of promotion of recycling in certain unique ways.
