Coca-Cola has teamed up with musician and producer will.i.am, who also collaborated with Intel for the Ultrabook Projet, as well as with Beats by Dr. Dre and New Era to launch EKOCYCLE™ a brand which will help make recycling behavior in communities more natural and understandable.

Photo: will.i.am and Bea Perez

The EKOCYCLE, which Coca-Cola calls a “brand initiative”, is created in an attempt to educate consumers and let them remember if they purchase recyclable products. Through this initiative people can recognize that some items may be “a part of a lifestyle product they can use tomorrow”.

The recyclable products include recyclable plastic bottles and aluminum cans that can be repurposed into recycled content for fashionable and valuable lifestyle items.

Beats by Dr. Dre, which produces high-quality headphones, Beats Audio HD-sound systems and New Era, the baseball cap maker also join the EKOCYCLE brand initiative. The brands will manufacture products made partially from recycled materials.

«The EKOCYCLE brand initiative is a platform that aligns with our vision of zero waste and our focus on sustainability,» said Bea Perez, vice president and chief sustainability officer, The Coca-Cola Company. «Together with will.i.am, we will promote recycling in a unique way with other well-known brands to create lifestyle products that consumer’s worldwide desire. 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.»

A portion of licensing profits from the EKOCYCLE—a minimum $1 million—will be donated to support other recycling and community improvement organizations. Earth911, host of the largest recycling directory in theU.S.will provide consumers with lots of ways to recycle at EKOCYCLE.com.

Today, EKOCYCLE will roll out its first 60-seconds TV commercial that will air in the U.S. during the telecast of the Summer Olympic Games.

Photo: ECOCYCLE cap, clickable

Photo: ECOCYCLE headphones, clickable