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Coca-Cola, will.i.am Launch Ekocycle Brand to Promote Recycling

The Coca-Cola Company and musical artist and producer will.i.am are partnering to create Ekocycle, an initiative to brand recycled products and encourage sustainability among young consumers.

Ekocycle will partner with well-known brands that sell a variety of lifestyle products – including clothing, handbags, chairs and accessories – made at least partially from recycled materials. The first Ekocycle product, which consumers can buy in fall 2012, will be a pair of high-end headphones from Beats by Dr. Dre. Other Ekocycle products, including New Era hats, will be available in early 2013.

The Ekocycle brand will premiere its first 60-second TV commercial in the US today during the telecast of the summer Olympic Games, which Coca-Cola is sponsoring. A full-scale marketing, advertising and online campaign will follow.

Today’s generation of young consumers represents an active force and the Ekocycle brand aims to be a driver in rallying their support and efforts around a global sustainability movement, said Bea Perez, vice president and chief sustainability officer at Coca-Cola.

Coca-Cola will make a minimum $1 million financial commitment to the Ekocycle brand initiative over the next five years. The company said it will donate its portion of licensing profits from the Ekocycle brand initiative to support additional recycling and community improvement organizations.

Earth911, which hosts one of the largest recycling directories in the US, will provide an interactive and searchable recycling directory for consumers at Ekocycle.com.

Other sustainability and environmental programs have launched in conjunction with the 2012 Olympic Games in London. For example, the Games have pledged to reuse 90 percent of demolition waste and send zero waste to landfills.

Picarro, a California-based startup, has installed in situ intruments for measuring greenhouse gas emissions during the Olympics. The instruments will be part of an emissions measurement service currently being piloted by Astrium, the aerospace subsidiary of defense company EADS.

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5 thoughts on “Coca-Cola, will.i.am Launch Ekocycle Brand to Promote Recycling

  1. What about Coca Cola is sustainable? Perhaps the genetically modified corn loaded with lead and Roundup resistant petrochemical based corn syrup could be called sustainable …as well as the health hazards of Carmel coloring and rest of preservatives ..Or maybe the plastic bottles found floating in the great pacific garbage patch could be considered sustainable.

  2. Ya Jef, because they are not perfect, they can’t support a good cause. HOW DARE THEY. Since they are not perfect, they should invest in harmful items right?

  3. This sounds like total greenwash. To qualify products must be made “at least partially” from recycled materials. Give me a break. This is such a low bar of sustainability it’s laughable. And Coke, with all the issues noted by Jef, is going to make itself look good by licensing this meaningless brand to makers of “lifestyle” goods. Pathetic.

  4. They funniest part that no one is mentioning is that they’re actually “bragging” about committing $1mm over the next 5 years to the project. Coke committing $200k a year is almost insulting. It’s like you or I throwing a quarter at the project. I applaud the initiative but come on Coke. If you’re really serious step and make a real commitment!

  5. I actually don’t applaud the initiative. It’s meaningless window-dressing designed to make money off the ill-informed. (Either that, or this website explains it very poorly.) We should expect better of a major corporation full of well-educated people. Or maybe we shouldn’t.

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