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.
The campaign generated 127 pieces of print coverage and 220 pieces of online coverage. The Observer Tech Monthly, Evening Standard and Harrods Man featured EKOCYCLE on their front pages and GQ Online ran an exclusive.
The activity resulted in a 867% uplift in EKOCYCLE mentions during the campaign. 69% of consumers believe Coca-Cola is trying to make sustainable living cool, and 51% believe the concept will change their recycling behaviour.
In total the campaign generated 348, 961, 784 OTC.