building brand value through upcycling: how creativity, marketing and social action can make garbage...
TRANSCRIPT
Tom Szaky | @TerraCycle Founder & CEO TerraCycle
Building Brand Value through Upcycling: How Creativity, Marketing, and Social Action Can Make Garbage Great
#SB15London
Tom Szaky CEO, TerraCycle
the purpose of business
creates waste
the defining paradigm
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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.
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Hierarchy of Waste
© 2010 TerraCycle, Inc. All Rights Reserved Worldwide. Proprietary and Confidential. Do not Distribute Without Prior Written Permission from TerraCycle
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Upcycled Design & Installa8ons Upcycled Premium Products
UPCYCLING
…and many more
solve
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30 …and many more
RECYCLING
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
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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
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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
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Brand Partnership Case Study
STEP 1: Sign Up STEP 2: Collect STEP 3: Send & Recycle STEP 4: Incen8ve
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ON-‐PACK RECYCLING MESSAGING Garnier have leveraged messaging on pack to communicate that their packaging is now naSonally recyclable.
USA BRAZIL
TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.
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Award winning Shopper marke8ng
TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.
40 40 GARNIER GREEN GARDEN BLOCK PARTY PHOTOS
TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.
41 41 GARNIER GREEN GARDEN BLOCK PARTY PHOTOS
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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
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Retail Partnership STEP 2: Collect STEP 3: Recycle STEP 1: Supplies
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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
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Phase 2: The Unilever-‐TerraCycle partnership expanded into all 1,686 DM loca8ons in Germany.
CASE STUDY: DM/UNILEVER IN-‐STORE COLLECTION
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ACROSS THE WORLD – LARGE OR SMALL
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Consumer Partnership STEP 2: Collect STEP 3: Recycle STEP 1: Buy
$
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PROFITABLE COLLECITON PLATFORMS
The Zero Waste Boxes appear on the welcome page of the
Grand&Toy
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STAPLES AND STAPLES ENVRIONMENTAL PRODUCT OF THE YEAR
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City Partnership STEP 2: Service STEP 3: Recycle STEP 1: System
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Partnering with ci8es
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the sky is the limit
Tom Szaky CEO, TerraCycle