You’ve got to love will.i.am. We mean you’ve actually got to, it’s like the law or something.

Talented, charming, and so well connected it wouldn’t surprise us if he could lay his hands on even more Olympic tickets than Princes William and Harry if he wanted to, the Black Eyed Peas front man is your go-to guy for sonically innovative modern pop, futuristic fashion choices, and talent show histrionics.

But now it turns out there is yet another reason to love the immaculately coiffed pop cultural Renaissance Man: he’s a recycler. Or, to deploy the term dreamed up by the marketing mafiosi at Coca-Cola’s Atlanta headquarters, he’s an EKOCYCLER – and yes, you do need the capitals, the trade mark demands it.

That’s right folks, his infamous decision to attend a climate change summit via helicopter (the day satire not so much died, as curled up in a ball in the corner softly weeping to itself) means he is unlikely to ever earn the soubriquet “environmentalist”. But it turns out that will.i.am is almost as fond of recycling as he is of unnecessary punctuation.

And in order to express this love, he has teamed up with Coca-Cola to promote its new EKOCYCLE project, an initiative to produce “on-trend” products that are partially made from recycled materials, such as Coca-Cola’s ubiquitous cans and bottles.

Beats by Dr Dre (the company of choice for those who regard headphones as a lifestyle choice) and New Era (the firm famed for working out the magic formula required to sell baseball caps for £30 a pop), have pledged to deliver the first EKOCYCLE products with further partners set to be announced in the coming months.

In the meantime, it is up to will.i.am to deliver the necessary buzz and as always he is not about to disappoint.

“With the EKOCYCLE brand, I’m on a mission to educate and inspire consumers around the globe to seek out more sustainable lifestyle choices that will ultimately play a part in the movement toward a world with zero waste,” said the multiple Grammy winner, deploying the kind of rhetorical skills that have made him one of the world’s most famous rappers, and in no way sounding as if his mouth has been taken hostage by a corporate marketing department.

“By making products that contain recycled materials more attractive to both businesses and consumers, everyone can do their part to keep the cycle going to turn discarded waste into cool, new items. The Coca-Cola Company shares this vision and together working with local communities worldwide we will showcase the greater value of recycling, as well as selecting products that feature recycled materials.”

Thanks will.i.am, and thanks Coca-Cola – feel free to chalk up the Sceptic Tank as suitably “educated and inspired”, and if you wouldn’t mind popping round in your helicopter on Tuesday evening to help us put the recycling out that would be great.