Triple Threat in Today’s Competitive Marketplace: Trust, Transparency and Co-Creation

TRUST, TRANSPARENCY AND CO-CREATION:
THE
TRIPLE THREAT
IN TODAY’S
COMPETITIVE
MARKET
Larissa Zeichhardt BEng, MIB
Ball Packaging Europe

3 | Ball Packaging Europe | www.ball-europe.com
INTRODUCING..
• Ball Packaging Europe is a Subsidiary of Ball Corporation
• World’s largest Beverage Can Manufacturer
• HQ EMEA in Zurich, Switzerland
• 13 Plants in Germany, France, the UK, the Netherlands,
Poland and Serbia
• R&D Centre in Bonn, Germany
• More Information: www.ball-europe.com
Larissa Zeichhardt
• BEng in Media Communications Technology (CITY University UK / Clarkson
University NY)
• MIB Master of international Business (QUT, Australia)
• Professional experience in marketing, TV production/ journalism
IT, Social Media and packaging
• Hobbies include autonomous flying objects (founder of motodrone.org)
and street art (organizer of Turmkunst.de)
• Business Manager Soft Drinks at Ball Packaging Europe

5 | Ball | www.ball-europe.com

1. TRUST
How third party assessments build overall credibility
 Leveraging the competitive advantage of best practices in the realm of
sustainability
2. SUSTAINABILITY
..starts with transparency!
 Ball’s Carbon Cutting Coach “Carla” leads our journey from ‘having nothing to
hide’ to pro-actively showing and proving it.
3. CO-CREATION
Innovating like a Start-Up
 How engaging your target audience through co-creation can accelerate
innovation; key learnings from first crowdsourcing project
AGENDA

“Trust,
not green marketing, is key to
driving sustainable consumption”
<<The Guardian>>

• In several countries recycling rates for rigid metal
packaging are above 90%
• Metal cans are the most valuable containers in the
recycling stream, often subsidizing the recycling of other
packages with little or no value
• Recycling is as old as metals are and an efficient
recycling infrastructure for metals is already installed
• Nearly 75% of all aluminum and more than 80% of all
steel ever produced is still in use today
• The main challenges are to establish an efficient
collection infrastructure and consumer education – that is
why Ball actively supports various recycling initiatives:
PERMANENT MATERIAL

The situation is made more complex by the
digital explosion of user-generated content
and many-to-many communications.

TODAYS
SOLUTION
360* MESSAGING

Stop worrying about the message!

Focus on
sustainability
through business and suppliers
& be totally open about the
progress, successes and
failures.

“Not just
transparent,
but naked and proud”
<trendwatching.com>

1. A clear goal
2. Milestones
3. The right technology
PREREQUISITES

OUR GOAL
By 2020, we strive to cut the carbon footprint of our beverage cans by 25%.
Ball is committed to reducing the carbon footprint of our
most common beverage can formats per region by 10%
from 2010 to 2020 through efforts that are in our control,
such as lightweighting our cans (Innovation) and our plants’
energy efficiency (Operations).
Combined with efforts of industry partners, like our suppliers
and customers, to increase beverage can recycling rates
(Recycling) as well as to reduce the energy intensity of aluminum
production (Supply Chain), we expect the carbon footprint of our
beverage cans to be reduced by 25% by 2020.

Software Use
Used for global Big 6 data collection
(energy, water, etc) / resource
management.
To enable production plants to
determine environmental impacts of our
packaging & to promote data sharing
TECHNOLOGY

MILESTONES

Moving from
‘having nothing to hide’,
to pro-actively showing and
proving we have nothing to hide.

“Consumers don't expect brands
to be flawless. Any brand
that can show business in a new
light will be (deservedly)
welcomed with open arms.”
<<trendwatching.com>>

CARLA
http://www.carlacutscarbs.com/

EXTERNAL ASSESSMENT
Ball is also a member of the following sustainability indices
Other sustainability assessments and rankings
Note: The logos may be registered
trademarks of their respective owners
93 B
Ball was named the Industry Leader in 2013 and
2014, and is the only packaging company listed on
DJSI World and DJSI North America, the world's
foremost sustainability index family
3rd in
US ranking
BPE top 2% of all
evaluated companies

“COLLABORATE
to compete: Companies that don’t
embrace this emerging trend could be
left behind as their competitors engage
with consumers and use trust to their
competitive advantage.”
<<IGD Research>>

OUR PARTNERS
Ball is a member of various organizations to ensure that we exchange ideas with
stakeholders, improve our products, minimize their impacts and promote them as
the sustainable and smart solution.

IMPECCABLE
ENGINEERING
OF MODERN &
SUSTAINABLE
PRODUCTS

GOING THE EXTRA MILE

FUTURE?
 Triangular shaped can, 57 likes, 1 comment
 Desired size: 200ml
 Consumers tried to create it from a 250ml
Rockstar can

FUTURE?
 Coconut shaped can with cooling component, 49
likes, 6 comments
 One comment suggested to create a surface that
feels like coconut fibers

INSIGHTS
What went well
 The TUM students were very motivated, worked independently and gave
regular updates
 Crowd sourcing via unseraller.de was really cost efficient
 The crowd was very dedicated and supported their ideas with drawings, videos
on Youtube etc.
 They also challenged and discussed their ideas and improved them together
What didn‘t go so well
 In the beginning, participation was relatively slow
 Some participants tried to make as many comments as possible in order to get
incentives
 Number of ideas was going down each phase due to increasing technical
scope

NEXT STEPS
 ROUND TABLE, 24th of March, LONDON
Ball Packaging Europe invites stakeholders of the industry to join the
sustainability dialogue.
Content:
Kick-Off for joint goals and future dialogue.
- Cut/4Carbon
- Permanent Materials
- Circular Economy
Please talk to me if you would like to receive an invitation!

 WALK YOUR TALK
 BE TRANSPARENT
 ENLIST THE SUPPORT OF THIRD PARTIES
 WORK WITH YOUR CONSUMERS!
SUMMARY

Larissa Zeichhardt
Larissa.Zeichhardt@ball.com
Presentation:
http://www.slideshare.net/LarissaLaternser/tripl
e-threat-in-todays-competitive-marketplace-
trust-transparency-and-cocreatione
Inspirational stuff:
www.canspiration.com
Twitter: dosentalk
Youtube/ballpackagingeurope

Triple Threat in Today’s Competitive Marketplace: Trust, Transparency and Co-Creation

Recommandé

Recommandé

Contenu connexe

En vedette

En vedette (17)

Similaire à Triple Threat in Today’s Competitive Marketplace: Trust, Transparency and Co-Creation

Similaire à Triple Threat in Today’s Competitive Marketplace: Trust, Transparency and Co-Creation (20)

Dernier

Dernier (20)

Triple Threat in Today’s Competitive Marketplace: Trust, Transparency and Co-Creation

Notes de l'éditeur