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Bertrand chovet

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Bertrand chovet

  1. 1. Eco-design Packaging<br />From the 3P’s to the 5R’s<br />Bertrand Chovet7th June 2010<br />
  2. 2. The brand thatpionneered the approach<br />Packaging is<br />not designed to sell more … <br />but to save more.<br />THE FLAT PACK<br /> = optimisedload<br /> = fewer transports<br /> = reducedemissions<br /> = use of recyclable packaging<br /> = require minimal rawmaterial<br />
  3. 3. Bottled water … under pressure <br />Weight of PET bottled water containers has decreased 32.6% over past 8 years (saving 590 millions kg of plastic resin)<br />Bottled water container Recycling Rate increases 32% (2008 vs 2007)<br />
  4. 4. Made out of 111 recycled Coca-Cola bottles(+pigment & fiberglass)<br />
  5. 5. The 5R’s<br />
  6. 6. From the 3Ps to the 5Rs<br />____<br />PRO<br />TECT<br />PROM<br />OTE !! <br />(PRES<br />ERVE)<br />
  7. 7. THE 5R’s approach<br />RETHINK <br />Analyze user behaviors and expectations (how they think, what they need and want) to deliver options about the cycle of the product and packaging. Use this research as a path for all engineers, marketers, and designers. <br />
  8. 8. Bobble, Make Water Better<br />
  9. 9. 3M Post-it<br />
  10. 10. THE 5R’s approach<br />RE-ENGINEER<br />Look at packaging manufacturing, logistics, retail, and user constraints, involving both engineering and marketing disciplines before briefing designers. <br />
  11. 11. Newton Running<br />
  12. 12. THE 5R’s approach<br />REMOVE<br />Optimize packaging layers to fulfill manufacturing, logistics, retail and user expectations without losing the key packaging functions (which often have multiple uses). <br />
  13. 13. Cubis, square in a good way<br />
  14. 14. Biota<br />
  15. 15. THE 5R’s approach<br />REDUCE<br />Act to reduce packaging material without affecting the product performance during its production, transport, distribution and use phases.<br />
  16. 16. Danone<br />
  17. 17. THE 5R’s approach<br />RECYCLE<br />Consider the life cycle of the product packaging to improve how used material re-enters the process at the end of the cycle – especially from a user point of view.<br />
  18. 18. Snyder’s of Hanover<br />
  19. 19. SunChips<br />
  20. 20. 3Ps, 5Rsare key actions to evaluate and communicatewithin a CSR program<br />
  21. 21. 4 tips to success<br />
  22. 22. Source the impossible<br />Choosing ignored or rejected materials will provide you with a competitive advantage (vs incumbents).<br />>>><br />
  23. 23. Hybridization & mix<br />The power of association is often a key element of success. Mixing needs or expectations is part of the way to sustainability.<br />+ =<br />
  24. 24. Start Small<br />By experimenting on a small range or a mono-offer, you can take advantage of a quicker return on experience, before to implement at a larger scale.<br />>>><br />
  25. 25. Anti-Ecosystem<br />Changing the rules within you market can give help you evolve to a differentlogistic or distribution thatwillbuilt a more efficient world.<br />><br />><br />
  26. 26. A matter of balance<br />“Nothing is lost, nothing is created, all is transformed.”<br />Antoine-Laurent de Lavoisier, Chemist <br />
  27. 27. Thank you<br />More information on www.interbrand.com www.brandchannel.com<br />

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