Bacardi Rum turns plastic straws into music records pressed with Major Lazer and Anitta’s summer anthem, “Make It Hot”
Bacardi Rum has partnered with Lonely Whale and launched a new Straw Vinyl programme, through which single-use plastic straws will be collected from 55 bars across the US to upcycle them into limited-edition vinyl records – “transforming something that sucks into something that slaps.”
The iconic rum brand has even partnered with Major Lazer and Anitta as part of its ongoing commitment to rid the world of one billion single-use plastic straws by 2020. The artists’ music will be used for good by pressing all the upcycled vinyl records with their summer anthem, “Make It Hot“, which was released this past June in partnership with Bacardi.
During the Life Is Beautiful three-day music festival which took place in Las Vegas from 20-22 September, fans got a first look at a sample upcycled straw vinyl – and were even encouraged to take the pledge to join the cause. The Art Motel was transformed into a rum paradise in which one room was dedicated to Lonely Whale and #TheFutureDoesntSuck campaign.
“Bacardi is excited to unveil our latest efforts towards eliminating plastic straw usage alongside Lonely Whale for #TheFutureDoesntSuck campaign with the new straw vinyl program. ‘Do What Moves You’ is our overarching brand ethos, and the upcycled vinyl records featuring the Make It Hot track, speak directly to that ethos while fulfilling our commitment to eliminate one billion single-use plastic straws by next year,” said Lisa Pfenning, Vice President, Bacardi, North America.
“This November, Bacardi and Lonely Whale are calling upon consumers to take the pledge and donate their single-use plastic straws at participating bars across the country – to ensure that the future doesn’t suck.”
The campaign gives consumers in the US the chance to participate in the programme on November 11, when collection bins and live coasters will be available at select bars for straw collection and awareness. Each coaster will include a brief Snapchat animation giving consumers more information around the programme and partnership between Bacardi and Lonely Whale.
Dune Ives, Executive Director of Lonely Whale, said in a statement that each year more than eight million metric tonnes of new plastic enters the ocean. She admitted that it is a really hard statistic to understand and that it is not something people know what to do with. However, when science is paired with art, with music, and with a sprinkle of fun on top, she believes that is where the magic can happen and people can become inspired and fully engaged in ensuring #TheFutureDoesntSuck.
The final upcycled limited-edition records will become available for purchase exclusively on LonelyWhale.com. The whole of the proceeds from the straw vinyl will go to Lonely Whale.