CORRECTING and REPLACING and The Coca-Cola Company Accelerate EKOCYCLETM Momentum with Addition of Four New Brand

  CORRECTING and REPLACING and The Coca-Cola Company Accelerate
  EKOCYCLETM Momentum with Addition of Four New Brand Partners

The Levi’s® brand, MCM, RVCA and Case-Mate® Join Anchor Partners Beats by Dr.
  Dre® and New Era® to Produce Products Made in Part from Recycled Materials

CORRECTION…by The Coca-Cola Company

Business Wire

ATLANTA -- October 25, 2012

Third graph, first bullet of release should read Waste<Less (sted Waste>Less).

Bea Perez, Chief Sustainability Officer, The Coca-Cola Company and
at EKOCYCLE launch even ...

Bea Perez, Chief Sustainability Officer, The Coca-Cola Company and
at EKOCYCLE launch event. Photo credit/Kevin Mazur for Getty Images.

The corrected release reads:


The Levi’s® brand, MCM, RVCA and Case-Mate® Join Anchor Partners Beats by Dr.
  Dre® and New Era® to Produce Products Made in Part from Recycled Materials

Global music artist and producer and The Coca-Cola Company announced
last night at a private launch event that the Levi’s® brand, MCM, RVCA and
Case-Mate® will be joining anchor partners, Beats by Dr. Dre^® and New Era^®
as the newest members of the EKOCYCLE™ social movement.

The EKOCYCLE brand initiative was developed to educate consumers about
everyday recycling choices and empower their purchasing decisions as part of a
social change movement. The initiative supports recycling by helping consumers
recognize that items they consider waste today may be a part of a lifestyle
product they can use tomorrow. With a dedication to supporting a more
sustainable environment, the EKOCYCLE movement is committed to identifying
products, such as assorted plastic bottles and aluminum cans that can be
repurposed into recycled content for fashion-forward lifestyle products
through the help of some of the industry’s hottest trendsetters.

The following products will roll out to consumers from companies that answered
the call to produce new goods made in part from recycled materials:

  *Limited edition Levi’s® 501® Waste<Less™ jean – Made with an average of
    eight recycled assorted plastic bottles per pair of jeans, Levi’s®
    Waste<Less™ 501® jeans will be available in April 2013 for $128 with
    global distribution via Levi’s® retail doors and online at
  *Beats by Dr. Dre® EKOCYCLE™ headphones – Beats Studio^TM headphones are
    precision engineered to reveal the full sonic range of music. Through
    EKOCYCLE™, Beats® delivers exceptional sound using materials that would
    have otherwise been wasted. Together EKOCYCLE™ and Beats® deliver an
    inspiring sound experience. The EKOCYCLE™ Studio Headphone contains 31
    percent recycled material, using three assorted recycled PET plastic
    bottles and is now available online at and global
    e-tailers. The headphones are priced at $349.95.
  *Case-Mate® Barely There Case – Now available at Best Buy stores in the
    United States and on, the EKOCYCLE™ Barely There
    case extends the life of plastic beyond the landfill. Molded from a 100
    percent recycled PET (Polyethylene Terephthalate), a translucent, glossy
    finish showcases more of your smartphone. Its ultra-lightweight,
    minimalist design delivers a stylish profile, while the EKOCYCLE logo is
    debossed for a sleek and modern look. The case retails for $35.
  *New Era® caps – The EKOCYCLE™ Cap Collection features two caps - a
    59FIFTY® fitted and a 9FIFTY ™ Strapback. Both are made with a recycled
    fabric that consists of a traditional polyester fabric and recycled
    plastic. Caps retail for $30-45.

Additional collaborations will be announced next year with iconic brand
products ranging from everyday pieces to luxury items. The EKOCYCLE brand
identifies a growing line of sustainably-minded products for purchase that are
specifically designed to take recycling awareness to the next level while
responding to consumers’ evolving lifestyle choices with aspirational, yet
attainable products made in part from recycled materials.

“Waste is only waste if we waste it,” said “We need to value the
things we consume and become a more sustainable society that is moving towards
a world with zero waste. Through EKOCYCLE, consumers can learn about everyday
recycling choices and empower their purchasing decisions as part of a social
change movement.”

The Coca-Cola Company will make a minimum $1 million financial commitment over
the next five years to support additional recycling and community improvement
organizations. This donation is in addition to, and separate from, the
charitable commitments of 1 percent of operating profits made through The
Coca-Cola Foundation.

"Together with, we are developing a brand centered around
sustainability and creating a movement to get people engaged to be a part of
something bigger than just what an individual can do," said Bea Perez, Vice
President and Chief Sustainability Officer, The Coca-Cola Company. “It's the
‘me’ and the ‘we’ coming together. That's EKOCYCLE.”

Earth911®, host of the largest recycling directory in the U.S. with more than
1.5 million ways to recycle, will provide an interactive and searchable
recycling directory for consumers accessible at

On the evening of Oct. 24,, The Coca-Cola Company and brand partner
executives gathered in New York City to celebrate the EKOCYCLE brand launch.
The event featured a build out that included sustainable materials throughout
the space to offer an inside visual look at the EKOCYCLE story and process. In
lieu of gift bags at the event, a donation was made to Keep New York City
Beautiful. The funds will provide recycling bins for local parks.

In order to ensure the EKOCYCLE brand launch event had zero net greenhouse gas
emissions, and The Coca-Cola Company worked with The CarbonNeutral
Company to offset the emissions produced from the event. The event was
certified CarbonNeutral® in accordance with The CarbonNeutral Protocol and
will utilize carbon credits from a Brazilian project which uses agricultural
waste to generate energy.

To learn more about the EKOCYCLE brand initiative visit

Note to Editors:

Visuals and footage of EKOCYCLE products and can be viewed at:


A multi-faceted entertainer, creative innovator and philanthropist,
is best known for his work with The Black Eyed Peas, who have sold 31 million
albums and 58 million singles worldwide. recently released two songs
from his upcoming solo cd, #willpower on Interscope Records. The first two
singles from the cd released in 2012 are: “T.H.E (The Hardest Ever),”
featuring Mick Jagger and Jennifer Lopez, and number one hit song in the UK,
“This is Love” featuring Eva Simons. As a producer, has also worked
with some of the music industry’s biggest names including Michael Jackson,
Rihanna, Usher, Nicki Minaj, Britney Spears, David Guetta, and film composer
Hans Zimmer. Recognized and honored by numerous industry organizations, is the recipient of multiple Grammy Awards, a Latin Grammy Award, an
Emmy Award, two NAACP Image Awards, the BMI President’s Award and a 2008 Webby
Award.’s angel foundation ( supports
young people through programs focused on education, after-school tutoring and
activities that build STEM (science, technology, engineering, math) and
financial literacy skills.

About The Coca-Cola Company

The Coca-Cola Company (NYSE: KO) is the world's largest beverage company,
refreshing consumers with more than 500 sparkling and still brands. Led by
Coca-Cola, the world's most valuable brand, our Company's portfolio features
15 billion-dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero,
vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally,
we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and
juices and juice drinks. Through the world's largest beverage distribution
system, consumers in more than 200 countries enjoy our beverages at a rate of
1.8 billion servings a day. With an enduring commitment to building
sustainable communities, our Company is focused on initiatives that reduce our
environmental footprint, support active, healthy living, create a safe,
inclusive work environment for our associates, and enhance the economic
development of the communities where we operate. Together with our bottling
partners, we rank among the world's top 10 private employers with more than
700,000 system associates. For more information, visit, follow us on Twitter at or
visit our blog at

About The Levi’s® brand

The Levi’s® brand epitomizes classic American style and effortless cool. Since
their invention by Levi Strauss & Co. in 1873, Levi’s® jeans have become the
most recognizable and imitated clothing in the world – capturing the
imagination and loyalty of people for generations. Today, the Levi’s® brand
portfolio continues to evolve through a relentless pioneering and innovative
spirit that is unparalleled in the apparel industry. Our range of leading
jeanswear and accessories are available in more than 110 countries, allowing
individuals around the world to express their personal style. For more
information about the Levi’s® brand, its products and stores, please visit

About Case-Mate

Case-Mate is the leader in design of fashion-forward accessories for mobile
technology and tablets. Since 2006, the company has helped consumers express
their individual style with products that protect, adorn and enhance their
mobile devices. Working with top designers from around the world and using
cutting-edge materials, Case-Mate’s team of technology and design aficionados
has created an extensive repertoire of mobile and tablet cases right for any
style and every occasion. For more information, visit

About MCM

Born during the heydays of Munich, MCM embodies the rebellious yet
sophisticated, and culturally rich spirit of the city. A long-time favourite
of international royalty, celebrities and VIPs, MCM draws on its tradition of
prestige and quality. The brand has inherited the notion of revolutionized
travel that stems from the 1900s, thus the logo symbolizes 1900 in Roman

MCM continues to be the pioneer of the market by continuously evolving with
clever designs, durable materials, and delivering versatile styles to suit
every need. Bag styles run from classic black and tan to statement-making
models in strong colours. The brand offers sophisticated handbags, practical
and stylish luggage, functional business bags and trendy small leather goods,
all crafted from materials such as leather, fabric and exotic skins.

MCM has boutiques in major cities such as Athens, Berlin, Düsseldorf, London,
New York, Beijing, Shanghai, Hong Kong and Seoul. The brand is also sold by
prestigious retailers in key markets including the US, the UK, Dubai, Italy,
and Russia.

About RVCA

RVCA is the brainchild of company founder and president, PM Tenore.
Transcending the boundaries of traditional action sports apparel, RVCA is a
design-driven lifestyle brand free from passing trends. Appearing as a natural
on the shelves of boutiques such as those of a local skate shop, RVCA is
brought together by a group of like-minded individuals from various
subcultures, a collaboration of sorts, a lifestyle within itself.

About Beats by Dr. Dre®

Established in 2008 as the brainchild of legendary artist and producer Dr. Dre
and Chairman of Interscope Geffen A&M Records Jimmy lovine, Beats Electronics
is the parent company of the Beats by Dr. Dre® line of high-quality
headphones, BeatsAudio™ HD-sound systems, and the MOG digital music service.
The company’s mission is to build quality music experiences for all elements
of the digital music ecosystem—including headphones, devices and services—so
that fans can hear music the way artists intended it to sound in the studio.
This includes partnerships with computer manufacturer HP, automotive
manufacturer Chrysler Group and mobile phone manufacturer HTC Mobile.

Led by CEO Jimmy lovine and President & COO Luke Wood, Beats Electronics is
based in Santa Monica, CA. For more information, please visit

About New Era®

New Era is an international lifestyle brand with an authentic sports heritage
that dates back over 90 years. The brand is best known for being the official
on-field cap for Major League Baseball and the official cap for the National
Football League. New Era is the brand of choice not only for its headwear
collections, but also for its accessories and apparel lines for men, women and
youth. The brand is worn as a symbol of self-expression by athletes, artists
and some of the most interesting people around the globe. New Era encourages
people to “FLY YOUR OWN FLAG®” - to truly express their personal style and
individuality through its products. The Company is headquartered in Buffalo,
N.Y. and operates facilities in Canada, Europe, Brazil, Japan and Hong Kong.
For more information, visit

About Earth911®

Earth911 gathers, distributes and analyzes localized recycling information to
assist manufacturers, organizations and consumers with product end-of-life
solutions. Working to increase the recycling and disposal of consumer goods
since 1991, Earth911’s services enhance and support companies’ responsible
waste initiatives. The Earth911 Recycling Directory is the largest and most
accurate in the nation, with more than 1.5 million ways to recycle more than
300 types of materials. Follow @Earth911 and like Earth911 on Facebook at, or visit to learn more.

Photos/MultimediaGallery Available:



The Coca-Cola Company
Kate Hartman
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