Building Brand Value through Upcycling: How Creativity, Marketing and Social Action Can Make Garbage Great

1. Tom Szaky | @TerraCycle
Founder & CEO
TerraCycle
Building Brand Value through Upcycling: How
Creativity, Marketing, and Social Action Can Make
Garbage Great

2. Tom
Szaky
CEO,
TerraCycle

3. the
purpose
of
business

5. creates waste

10. the
defining
paradigm

11. 10
10
Tradi8onally
Recyclable
Tradi8onally
Non-­‐Recyclable
Everything
Else
Over
2/3
of
all
waste
is
sent
to
landfill
or
burning.
•
Paper
•
Aluminum
•
Glass
•
#1
PETE
•
#2
HDPE
PROCESSING
VALUE
RECYCLABLE
LOGISTICS
RECYCLING
THE
NONRECYCLABLE
Most
products
and
packaging
are
considered
non-­‐recyclable
only
because
of
economics.

12. 11
Hierarchy
of
Waste

14. © 2010 TerraCycle, Inc. All Rights Reserved Worldwide. Proprietary and Confidential. Do not Distribute Without Prior Written Permission from TerraCycle

16. 15
*
*
Upcycled
Design
&
Installa8ons
Upcycled
Premium
Products
UPCYCLING
…and
many
more

17. solve
16

31. 30
…and
many
more
RECYCLING

34. TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.
33
CASE STUDY: CLOSED LOOP APPLICATION
Side Wall

35. 34
PROMOTIONAL
OPERATIONAL
Case
Study:
Large
Promo8onal
Item
TerraCycle
and
Garnier
partnered
to
renovate
a
community
garden
in
NYC.
All
garden
furniture
was
created
from
recycled
personal
care
and
beauty
packages.
Case
Study:
Display
Stands
Recycled
packages
were
used
to
manufacture
the
display
stand
that
sold
the
products
in
major
retailers.
Case
Study:
Recycled
Products
TerraCycle
recycled
wriSng
instruments
and
used
the
recycled
material
to
create
the
pen
ledger
that
comes
in
every
pack
of
Expo
markers.
Case
Study:
Premium
Product
Free
upcycled
pencil
case
included
in
Frito-­‐Lay
mulSpacks
during
BTS.
…many
more
ex.
available
…many
more
ex.
available
CLOSED
LOOP
SOLUTIONS

36. 35
Japan
Australia
New
Zealand
Canada
Mexico
US
Brazil
TERRACYCLE
IS
A
GLOBAL
LEADER
OperaSonal
in
21
Countries
>
2
MILLION
kgs
of
waste
recycled
per
month.
Earned
for
charitable
organizaSons
for
waste
collected
$10+
MILLION
(USD)
Consumers
collecSng
waste
for
TerraCycle
globally.
60+
MILLION
Austria
Belgium
Denmark
France
Germany
Ireland
Israel
Netherlands
Norway
Spain
Sweden
Switzerland
UK

37. 36
Brand
Partnership
Case
Study
STEP
1:
Sign
Up
STEP
2:
Collect
STEP
3:
Send
&
Recycle
STEP
4:
Incen8ve

38. 37
ON-­‐PACK
RECYCLING
MESSAGING
Garnier
have
leveraged
messaging
on
pack
to
communicate
that
their
packaging
is
now
naSonally
recyclable.
USA
BRAZIL

39. TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.
3838

40. 39
Award
winning
Shopper
marke8ng

41. TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.
4040GARNIER GREEN GARDEN BLOCK PARTY PHOTOS

42. TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.
4141GARNIER GREEN GARDEN BLOCK PARTY PHOTOS

43. 42
Food
Home
&
Personal
Care
Beverage
Office
B2B
Consumables
Apparel
SAMPLING
OF
PARTNERS
TerraCycle
works
with
Fortune
100
companies,
retailers
and
environmentally-­‐minded
small
companies
across
many
different
categories.
…and
many
more

44. 43
Retail
Partnership
STEP
2:
Collect
STEP
3:
Recycle
STEP
1:
Supplies

45. 44
Unilever
iniSally
partnered
with
TerraCycle
in
2014
to
collect
and
recycle
deodorant
canisters
at
DM
locaSons
across
Germany.
The
collected
waste
was
recycled
into
bicycles
that
were
donated
to
children’s
chariSes.
The
program
has
resulted
in
increased
visibility
for
Unilever’s
deodorant
brands.
A
collecSon
box
and
POS
adverSsing
was
used
to
create
awareness
around
the
programme
before
its
expansion
in
Phase
2.
Phase
1:
Unilever
and
TerraCycle
first
partnered
in
June
2014
and
collected
in
82
Drogerie
Markt
(DM)
stores
across
Germany
CASE
STUDY:
DM/UNILEVER
IN-­‐STORE
COLLECTION

46. 45
Phase
2:
The
Unilever-­‐TerraCycle
partnership
expanded
into
all
1,686
DM
loca8ons
in
Germany.
CASE
STUDY:
DM/UNILEVER
IN-­‐STORE
COLLECTION

47. 46
ACROSS
THE
WORLD
–
LARGE
OR
SMALL

48. 47
Consumer
Partnership
STEP
2:
Collect
STEP
3:
Recycle
STEP
1:
Buy
$

49. 48
PROFITABLE
COLLECITON
PLATFORMS
The Zero Waste Boxes appear on
the welcome page of the
Grand&Toy

50. 49
STAPLES
AND
STAPLES
ENVRIONMENTAL
PRODUCT
OF
THE
YEAR

51. 50
City
Partnership
STEP
2:
Service
STEP
3:
Recycle
STEP
1:
System

52. 51
Partnering
with
ci8es

53. 52
the sky is the limit

54. Tom
Szaky
CEO,
TerraCycle