INNOVATION
IDEAS BREWERY
Ideas not only relate to packaging and
transportation, but also reward-based
programmes to encourage consumers
to recycle packaging
of the competition, which was completed
in May, was very open and aimed at
generating a high quantity of ideas. The
top 100 ideas moved through to the
second phase. This is where combining
ideas with HEINEKEN's expertise will add
the most value. The second phase was
closed to the public, also ensuring that
any information remains confidential.
Rising to the Challenge
The challenge was activated online with
a live streaming video, which showcased
award-winning Finnish industrial designer
Janne Kyttanen visualising a concept
and turning it into a prototype within 48
hours. The activation tagline, 'He had 48
hours to answer our challenge. Think you
can do better in 48 days?' invited other
innovators to submit their ideas.
Since the launch, ideas from around
the world have been posted on the
Ideas Brewery website. A number of
the proposals focus on the shape of
packaging to reduce 'dead space'. These
include triangular shaped outer packs
from coconut husk-based material;
and the hexagonal DIV Heineken®
bottle, which can be interlocked for
transportation and, when empty,
reused in the home to build storage space
or furniture.
And the Winger is...
In June, an expert judging panel selected
the 'HEINEKEN-o-Mat' by Helmut
Witteler from Germany, as the winner. For
customers returning their bottles and cans
to the store, instead of receiving a few
cents deposit for each returned bottle or
can, the jury agreed that the excitement
of potentially winning a larger $1,000 prize
would be more motivating.
A smart device, the 'HEINEKEN-o-Mat',
would be placed at bottle collection points
and read the bar codes of returns to
identify the winners of the $1,000 prize.
The jury rewarded the idea because it has
the potential to engage all parties needed
to make a real difference: HEINEKEN,
consumers, retailers and even NGOs.
Increasing the return/recycle rate of bottles
and cans has a very positive effect on their
environmental impact.
The second challenge, 'Reinvent the
draught beer experience', kicked off in
August 2012. Visit www.ideasbrewery.com
for further information.
theineken
Helmut Witteler's winning
idea motivates consumers
to recycle with a potential
$1,000 prize
Sustainable Pack Challenge
10
World of HEINEKEN
Quarter 3 2012
