Ekocycle

A not so surprising theme is coming out of the Olympics this year in London:  sustainability!  Not so surprising since beyond just #winning, sustaining our planet is top of mind for the younger generations and for the sponsoring companies/brands alike.

The Games themselves have promised to use 90% of its waste over again, contributing 0% to landfills.  Not too shabby!  And a company called Picarro is actually calculating greenhouse emissions throughout the Games, in an attempt to measure the carbon footprint of this age-old global ritual.

So it's not surprising at all that a company would use the Olympics to launch a new concept based in sustainability ... Ekocycle.

Ekocycle is a joint venture with Coca-Cola and celebrity/musican will.i.am to make and market products made mostly out of recyled materials, like from old bottles of Coke.  The first in the line up are headphones from "beats by Dr. Dre" (already a brand/product sensation in its own right).

The concept is cool, and is being debuted via traditional good-ole' advertising during the Games.  Give it a lookie-loo here:

Pretty cool, huh?  "All good things must end, but an end can be a new start!"  What's your experience?  Jim.

Jim Joseph
President, Cohn & Wolfe North America
Author, The Experience Effect series
Professor, NYU