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, MIBBall Packaging Europe

3 | Ball Packaging Europe | www.ball-europe.com

INTRODUCING..

Ball Packaging Europe

• 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.

AWARD WINNING CAMPAIGN

Source: IGD

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/

Source: The Guardian


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

http://www.calvert.com/

http://www.calvert.com/


“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.

http://www.google.com/url?sa=i&rct=j&q=National+Minority+Supplier+Development+Council&source=images&cd=&cad=rja&docid=ONi7Mff-rorbnM&tbnid=-fAjEg-z-EIsEM:&ved=0CAUQjRw&url=http://www.rmmsdc.org/&ei=6O3uUbWFKrih4APe8oGAAQ&bvm=bv.49641647,d.aWc&psig=AFQjCNGkd5W-WL8lCLfrz1Rj3apY-dQeOw&ust=1374699340838838

http://www.google.com/url?sa=i&rct=j&q=National+Minority+Supplier+Development+Council&source=images&cd=&cad=rja&docid=ONi7Mff-rorbnM&tbnid=-fAjEg-z-EIsEM:&ved=0CAUQjRw&url=http://www.rmmsdc.org/&ei=6O3uUbWFKrih4APe8oGAAQ&bvm=bv.49641647,d.aWc&psig=AFQjCNGkd5W-WL8lCLfrz1Rj3apY-dQeOw&ust=1374699340838838

http://www.google.com/url?sa=i&rct=j&q=Can+Manufacturers+Institute&source=images&cd=&cad=rja&docid=v9V0rC0VKxTMeM&tbnid=9DvWUKFq8c9zzM:&ved=0CAUQjRw&url=http://packagingdigest.canon-experts.com/expert/robert-budway/&ei=ju7uUe-lK9j94APCu4DoBQ&bvm=bv.49641647,d.aWc&psig=AFQjCNH0BibY4e2mFAcUnb4PrHW4TRNW9Q&ust=1374699529098829

http://www.google.com/url?sa=i&rct=j&q=Can+Manufacturers+Institute&source=images&cd=&cad=rja&docid=v9V0rC0VKxTMeM&tbnid=9DvWUKFq8c9zzM:&ved=0CAUQjRw&url=http://packagingdigest.canon-experts.com/expert/robert-budway/&ei=ju7uUe-lK9j94APCu4DoBQ&bvm=bv.49641647,d.aWc&psig=AFQjCNH0BibY4e2mFAcUnb4PrHW4TRNW9Q&ust=1374699529098829

http://www.incpen.org/

http://www.incpen.org/

http://www.google.com/url?sa=i&rct=j&q=colorado+association+of+funders&source=images&cd=&cad=rja&docid=jKU_Gq-TFicLCM&tbnid=V52STE3FtdE8xM:&ved=0CAUQjRw&url=http://www.guidestar.org/organizations/71-0947313/colorado-association-funders.aspx&ei=Av7uUfvOApi24AO-5IGwAg&bvm=bv.49641647,d.aWc&psig=AFQjCNEMlZlrcocyG5cb9kTM30zW7G6TPw&ust=1374703484792366

http://www.google.com/url?sa=i&rct=j&q=colorado+association+of+funders&source=images&cd=&cad=rja&docid=jKU_Gq-TFicLCM&tbnid=V52STE3FtdE8xM:&ved=0CAUQjRw&url=http://www.guidestar.org/organizations/71-0947313/colorado-association-funders.aspx&ei=Av7uUfvOApi24AO-5IGwAg&bvm=bv.49641647,d.aWc&psig=AFQjCNEMlZlrcocyG5cb9kTM30zW7G6TPw&ust=1374703484792366

http://www.google.com/url?sa=i&rct=j&q=Business+Roundtable&source=images&cd=&cad=rja&docid=DCgVCVNz4_-orM&tbnid=7IrlUYIvym9AmM:&ved=0CAUQjRw&url=http://staff.brt.org/&ei=MgDvUZKAO8yi4AOV4oBw&bvm=bv.49641647,d.aWc&psig=AFQjCNFe7tEzIRxyOVdKnwyVF6hGGjwEdg&ust=1374704023522889

http://www.google.com/url?sa=i&rct=j&q=Business+Roundtable&source=images&cd=&cad=rja&docid=DCgVCVNz4_-orM&tbnid=7IrlUYIvym9AmM:&ved=0CAUQjRw&url=http://staff.brt.org/&ei=MgDvUZKAO8yi4AOV4oBw&bvm=bv.49641647,d.aWc&psig=AFQjCNFe7tEzIRxyOVdKnwyVF6hGGjwEdg&ust=1374704023522889

http://ameripen.org/

http://ameripen.org/


IMPECCABLE

ENGINEERINGOF 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

Ball Packaging Europe

[email protected]

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

Food

rigid metal packaging

mibball packaging europetrust

recycling stream

kickingtriple threat

various recycling initiatives

projects1 triplethreat

innovation key learnings

coach carla