1. Eco-design Packaging From the 3P’s to the 5R’s Bertrand Chovet7th June 2010

2. The brand thatpionneered the approach Packaging is not designed to sell more … but to save more. THE FLAT PACK = optimisedload = fewer transports = reducedemissions = use of recyclable packaging = require minimal rawmaterial

3. Bottled water … under pressure Weight of PET bottled water containers has decreased 32.6% over past 8 years (saving 590 millions kg of plastic resin) Bottled water container Recycling Rate increases 32% (2008 vs 2007)

4. Made out of 111 recycled Coca-Cola bottles(+pigment & fiberglass)

5. The 5R’s

6. From the 3Ps to the 5Rs ____ PRO TECT PROM OTE !! (PRES ERVE)

7. THE 5R’s approach RETHINK Analyze user behaviors and expectations (how they think, what they need and want) to deliver options about the cycle of the product and packaging. Use this research as a path for all engineers, marketers, and designers.

8. Bobble, Make Water Better

9. 3M Post-it

10. THE 5R’s approach RE-ENGINEER Look at packaging manufacturing, logistics, retail, and user constraints, involving both engineering and marketing disciplines before briefing designers.

11. Newton Running

12. THE 5R’s approach REMOVE Optimize packaging layers to fulfill manufacturing, logistics, retail and user expectations without losing the key packaging functions (which often have multiple uses).

13. Cubis, square in a good way

14. Biota

15. THE 5R’s approach REDUCE Act to reduce packaging material without affecting the product performance during its production, transport, distribution and use phases.

16. Danone

17. THE 5R’s approach RECYCLE Consider the life cycle of the product packaging to improve how used material re-enters the process at the end of the cycle – especially from a user point of view.

18. Snyder’s of Hanover

19. SunChips

20. 3Ps, 5Rsare key actions to evaluate and communicatewithin a CSR program

21. 4 tips to success

22. Source the impossible Choosing ignored or rejected materials will provide you with a competitive advantage (vs incumbents). >>>

23. Hybridization & mix The power of association is often a key element of success. Mixing needs or expectations is part of the way to sustainability. + =

24. Start Small By experimenting on a small range or a mono-offer, you can take advantage of a quicker return on experience, before to implement at a larger scale. >>>

25. Anti-Ecosystem Changing the rules within you market can give help you evolve to a differentlogistic or distribution thatwillbuilt a more efficient world. > >

26. A matter of balance “Nothing is lost, nothing is created, all is transformed.” Antoine-Laurent de Lavoisier, Chemist

27. Thank you More information on www.interbrand.com www.brandchannel.com