Drinks giant Coca-Cola has partnered with will.i.am to launch new eco label Ekocycle, which will feature stylish products made from recycled waste.
Aimed at young people, Ekocycle (first part is Coke spelled backwards - subliminal advertising?), the label will offer products from bikes to handbags to everyday household items.
Apart from being backed by producer and artist will.i.am, the label will also partner with other well-known designers, such as Beats by Dr Dre. Each product will have a logo that shows how many recycled cans or bottles were used to make it.
It is a good thing that a big bottle producing - and so wasting - company like Coca-Cola is doing something to offset the damage their products are having on the environment.
We're sure the world will find this 'dope' will.i.am, but will the young consumers Ekocycle is aimed at be able to afford the products? The headphones cost around £225 ($349)...
Take a look at the Ekocycle commercial here. Nice plug for his new song too.