innovating in food & drink with 270,000 creatives · innovating in food & drink with...

INNOVATING IN FOOD & DRINK

WITH 270,000 CREATIVES @YannigRoth

Research Fellow @eYeka

PhD candidate @SorbonneParis1

London,

March 6th 2014

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/2013/12/31/to-end-2013-some-stats-from-the-crowdsourcing-timeline/

For innovation and design

The rise of crowdsourcing

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

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)

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

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

The rise of crowdsourcing

Innovate WITH people, not FOR people eYeka is a platform to connect brands and creatives from across the globe

Innovate with the right people How to embed crowdsourcing in your innovation process?

INTERNAL

EVALUATION

eYeka delivers fresh ideas,

fast to give your brand a

competitive edge

IDEA GENERATION IDEAS ANALYSIS

eYeka will analyze creators’

ideas to articulate them into

an accessible report

Professional

Services

CONSUMER

EVALUATION

AGENCY

BRIEFING

eYeka will facilitate your next steps,

from testing ideas to running

workshops to brief your agency

90% spectators

9% enthusiasts

creators

1%

validate

refine

unlock

the 1/9/90 rule - Forrester Research

Innovate with the right people eYeka’s community members are among the 1% most creative

Innovate with the right people A global community of creatives

270,000

158 countries

creators

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.

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

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.

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

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.

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 Mini-

Oreo.”

– Brand Director at Kraft Foods http://youtu.be/QeA28L8Pt0U

A father and daughter fairytale

“Bonding Moment” in a TVC,

UK, 2012.

Value proposition of innovating with 270,000 creatives

Effective Efficient Diverse

Any questions?

www.eyeka.net

twitter.com/eYeka

facebook.com/eYekaGlobal

Yannig Roth

Research Fellow

+33 (0)1 40 76 80 08

Yannig.roth@eyeka.net