Coca-Cola, will.i.am pitch recycling to youth

07/31/2012 | BevIndustry.com

Coca-Cola has tapped will.i.am to lead a youth-oriented initiative called Ekocycle that aims to educate youth about the recycling and reuse of plastic and aluminum products. Dr. Dre's Beats brand and New Era have joined the effort. "We will promote recycling in a unique way with other well-known brands to create lifestyle products that consumers worldwide desire," says Bea Perez, Coca-Cola vice president and chief sustainability officer.

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