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INNOVATING IN FOOD & DRINK
WITH 270,000 CREATIVES
@YannigRoth
Research Fellow @eYeka
PhD candidate @SorbonneParis1

London...
Crowdsourcing
What is it?

« A company posts a problem online, a vast number of
individuals offer solutions to the problem...
The increasing use of crowdsourcing
McDonald’s casting call in 2006
The increasing use of crowdsourcing
Wrigley’s art contest in 2006
The increasing use of crowdsourcing
My Starbucks Idea
The increasing use of crowdsourcing
Heineken’s Ideas Brewery Platform
The increasing use of crowdsourcing
The increasing use of crowdsourcing
Crowdsourcing is a particularly popular co-creation tool

http://yannigroth.com/2013/1...
The rise of crowdsourcing
For innovation and design

With the Coca-Cola Design+ Award, Coca-Cola
Germany offered young cre...
The rise of crowdsourcing
For innovation and design

« This is the future because we live in a
reality of more transparenc...
The rise of crowdsourcing
For brand content creation

Coca-Cola empowered creatives to unleash their creativity
by showing...
The rise of crowdsourcing
For brand content creation

« The signals are clear. Consumers are
co-creating our brands. If we...
Innovate with the right people
Who do you turn to when you need new ideas?

creators
unlock

1%

9%

enthusiasts

90%

the...
Innovate WITH people, not FOR people
eYeka is a platform to connect brands and creatives from across the globe
Innovate with the right people
A global community of creatives

161
countries

270,000
creators
Innovate with the right people
How to embed crowdsourcing in your innovation process?
INTERNAL
EVALUATION

Professional
Se...
Nescafé
Making instant coffee relevant (again)

How could we reinvent instant
coffee, prepared at home to
keep the categor...
Nescafé
Making instant coffee relevant (again)
Nescafé
Making instant coffee relevant (again)
Nescafé
Making instant coffee relevant (again)
Nescafé
Making instant coffee relevant (again)

“Our partnership with eYeka will enable new
thinking and a fresh approach ...
FMCG brand
Reinventing the chewing gum
FMCG brand
Reinventing the chewing gum

Technology

Customization

Play & collectionables
Volvic
Restyling Volvic’s iconic water bottle

Refresh the 50cl Volvic bottle
design as an iconic bottle, which
conveys st...
Volvic
Boldness is seductive
Volvic
Use the volcano equity in the design
Volvic
Smooth the round edges
Volvic
Restyling Volvic’s iconic water bottle

“We have used eYeka because we were stuck. It
gave us freshness, originalit...
Mini Oreo
Creating a new brand proposition

Exploring potential positioning
and communication platforms
for Mini-Oreo in t...
Nescafé
Some “selfishness”
Mini Oreo
Making time for little connections or “bonding moments”
Mini Oreo
Tiny pieces of fuel for little imaginations
Mini Oreo
Inspired a new positioning and new campaigns around “Bonding Moments”

"Both in term of number of proposals
and ...
Value proposition of crowdsourcing

Efficient

Authentic

Fresh
Any questions?
www.eyeka.net

twitter.com/eYeka

Yannig Roth
Research Fellow

facebook.com/eYekaGlobal

Yannig.roth@eyeka.net

+33 (0)1 4...
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Innovating In Food & Drink With 270,000 Creatives

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In this presentation, Yannig Roth, Research Fellow at eYeka, presented the trend of crowdsourcing in the food & drink industry. He covered topics like the rise of crowdsourcing (based on data from the interactive crowdsourcing timeline he curates), the eYeka crowdsourcing approach as well as case studies of new products using creative consumer input.

The 30-minute presentation was held in London on March 6th 2013 in front of members of the Food & Drink Innovation Network .

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  • 72% of the Best Global Brands have used crowdsourcing
  • ResultsMost entries successfully weaved dynamism, premiumness and desirability into the essence of Volvic’s DNA – its naturality and volcanic origin. The speed of execution, quality of entries and attention to details helped Volvic's design team visualize potential routes and arrive at an agreement on which direction to follow much quicker than with a traditional packaging design process. As an added benefit, the analysis of entries uncovered several secondary unique attributes of the brand and built on the project' scope with additional logo redesign proposals and brand positioning ideas.
  • Transcript of "Innovating In Food & Drink With 270,000 Creatives"

    1. 1. INNOVATING IN FOOD & DRINK WITH 270,000 CREATIVES @YannigRoth Research Fellow @eYeka PhD candidate @SorbonneParis1 London, March 6th 2014
    2. 2. Crowdsourcing What is it? « A company posts a problem online, a vast number of individuals offer solutions to the problem, the winning ideas are awarded some form of a bounty, and the company mass produces the idea for its own gain » Daren Brabham (University of Southern California)
    3. 3. The increasing use of crowdsourcing McDonald’s casting call in 2006
    4. 4. The increasing use of crowdsourcing Wrigley’s art contest in 2006
    5. 5. The increasing use of crowdsourcing My Starbucks Idea
    6. 6. The increasing use of crowdsourcing Heineken’s Ideas Brewery Platform
    7. 7. The increasing use of crowdsourcing
    8. 8. The increasing use of crowdsourcing Crowdsourcing is a particularly popular co-creation tool http://yannigroth.com/2013/12/31/to-end-2013-some-stats-from-the-crowdsourcing-timeline/
    9. 9. The rise of crowdsourcing For innovation and design With the Coca-Cola Design+ Award, Coca-Cola Germany offered young creatives a platform in order to search for new concept ideas for the reusable bottle crate of the future
    10. 10. The rise of crowdsourcing For innovation and design « This is the future because we live in a reality of more transparency and connectivity than ever before. What we’re doing in Germany is indicative of the future, it is part of how we will operate going forward » David Butler, VP Innovation & Entrepreneurship, Coca-Cola (vidéo 01:30-02:50)
    11. 11. The rise of crowdsourcing For brand content creation Coca-Cola empowered creatives to unleash their creativity by showing how they would interpret Coca-Cola as an Energizing Refreshment
    12. 12. The rise of crowdsourcing For brand content creation « The signals are clear. Consumers are co-creating our brands. If we’re not ready then that’s our problem, not theirs. We have to engage, because with us or without us, the change will happen » Leonardo O’Grady Integrated Marketing Director Coca-Cola Asia Pacific http://youtu.be/HyLh9jwVCGs
    13. 13. Innovate with the right people Who do you turn to when you need new ideas? creators unlock 1% 9% enthusiasts 90% the 1/9/90 rule - Forrester Research refine spectators validate
    14. 14. Innovate WITH people, not FOR people eYeka is a platform to connect brands and creatives from across the globe
    15. 15. Innovate with the right people A global community of creatives 161 countries 270,000 creators
    16. 16. Innovate with the right people How to embed crowdsourcing in your innovation process? INTERNAL EVALUATION Professional Services IDEA GENERATION CONSUMER EVALUATION IDEAS ANALYSIS AGENCY BRIEFING eYeka delivers fresh ideas, fast to give your brand a competitive edge eYeka will analyze creators’ ideas to articulate them into an accessible report eYeka will facilitate your next steps, from testing ideas to running workshops to brief your agency
    17. 17. Nescafé Making instant coffee relevant (again) How could we reinvent instant coffee, prepared at home to keep the category relevant and attractive? Expected ROI Insights and ideas that will inspire Nescafé R&D and marketing teams.
    18. 18. Nescafé Making instant coffee relevant (again)
    19. 19. Nescafé Making instant coffee relevant (again)
    20. 20. Nescafé Making instant coffee relevant (again)
    21. 21. Nescafé Making instant coffee relevant (again) “Our partnership with eYeka will enable new thinking and a fresh approach taking our existing consumers, and using their ideas and their voice, to shape our brands for the future” Michael Sergeant, Marketing Manager, Nescafé Australia http://www.youtube.com/watch?v=MkEx-Z91i8I
    22. 22. FMCG brand Reinventing the chewing gum
    23. 23. FMCG brand Reinventing the chewing gum Technology Customization Play & collectionables
    24. 24. Volvic Restyling Volvic’s iconic water bottle Refresh the 50cl Volvic bottle design as an iconic bottle, which conveys status and desire while getting more presence on the shelves especially when it is placed alongside soft drinks. Expected ROI Implementable packaging design ideas.
    25. 25. Volvic Boldness is seductive
    26. 26. Volvic Use the volcano equity in the design
    27. 27. Volvic Smooth the round edges
    28. 28. Volvic Restyling Volvic’s iconic water bottle “We have used eYeka because we were stuck. It gave us freshness, originality and different angles to tackle problems with our design agency.” Christine Jean, MRCI Director Danone Water
    29. 29. Mini Oreo Creating a new brand proposition Exploring potential positioning and communication platforms for Mini-Oreo in the context of a broader review of what the Oreo brand could offer to consumers. Expected ROI A winning positioning idea that will be tested with consumers and could be used for Mini-Oreo and the Oreo brand.
    30. 30. Nescafé Some “selfishness”
    31. 31. Mini Oreo Making time for little connections or “bonding moments”
    32. 32. Mini Oreo Tiny pieces of fuel for little imaginations
    33. 33. Mini Oreo Inspired a new positioning and new campaigns around “Bonding Moments” "Both in term of number of proposals and quality of execution, the community gave us a lot of insights in terms of how to position our MiniOreo.” – Brand Director at Kraft Foods http://youtu.be/QeA28L8Pt0U A father and daughter fairytale “Bonding Moment” in a TVC, UK, 2012.
    34. 34. Value proposition of crowdsourcing Efficient Authentic Fresh
    35. 35. Any questions?
    36. 36. www.eyeka.net twitter.com/eYeka Yannig Roth Research Fellow facebook.com/eYekaGlobal Yannig.roth@eyeka.net +33 (0)1 40 76 80 08
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