Sustainable products still have an image problem: consumers don’t see them as desirable. will.i.am teamed up with Coca-Cola (TCCC) to create EKOCYCLE, a collection of aspirational sustainable lifestyle products, made from recycled materials in collaboration with coveted brands.
Our brief was to launch the brand in the UK, change people’s perception of sustainable products and drive awareness footfall to the Harrods store. TCCC required broadcast of its key sustainability focuses: recyclability, minimising resources and encouraging the use of recycled materials.
We raised awareness of the brand by leveraging the platforms of will.i.am and retail partner, Harrods. Early media access resulted in on message coverage that amplified and educated consumers on the EKOCYCLE offering and ethos. We landed product on page, created original content including digital animations, and achieved organic brand advocacy via earned media and on social channels.