> posted by   on February 14th 2013

Message in a bottle

The Coca-Cola Company and musical artist and producer will.i.am are collaborating to inspire a global movement with the launch of EKOCYCLE brand.  The EKOCYCLE brand was developed to educate consumers about everyday recycling choices and empower their purchasing decisions as part of a social change movement. The initiative supports recycling by helping consumers recognise that items they consider waste today may be a part of a lifestyle product they can use tomorrow.

The cooperative initiative identifies products such as assorted plastic bottles and aluminium cans that can be repurposed into recycled content for fashionable and valuable lifestyle products. It also encourages demand and use of recycled materials, and reinforces the importance of recycling finished products with a dedication to supporting a more sustainable environment.

“The EKOCYCLE brand initiative is a platform that aligns with our vision of zero waste and our focus on sustainability,” said Bea Perez, vice president and chief sustainability officer at The Coca-Cola Company.

Already more companies joined the Ekocycle cooperative movements such as: Beats by Dr. Dre, New Era, Levis, and Earth911.


Speaking about recycling, last year during the Tokyo Design Week 2012, the Japanese design team Nendo cooperated with Coca-cola in a unique glass project in which Nendo re-used Coca Cola’s iconic bottle. It’s a kind of eco idea fused with classic Japanese artisanship. The bottles were “up-cycled” from degraded glass contour bottles and were shaped into a superb new tableware range. The actual creation of the final products has been entrusted to a small workshop in Aomori in northern Japan, known for its glass craftsmanship utilizing local traditions.

You can find more here.



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