M.A. Strategic Design Social Innovation Project

The 3rd semester M.A. Strategic Design and M.A Marketing communication
students were challenged to find new strategies where customers can be
involved in the recycling of Coca-Cola’s packaging.



 THE CHALLENGE

One of Coca-Cola’s goals for the 2025 is to keep all packaging sold in the recycling loop after consumption. The main reason is because as a company they want to be part of a circular economy where 100% of the packaging can be recyclable, reusable or refillable. This with the aim to end the production of waste and also to prevent their packaging ending in the oceans.

 

THE SOCIAL INNOVATION JOURNEY

The students started the journey with the next question: How might we help the Coca-Cola brand to build a better future, by motivating society to recycle their products in a sustainable way in the german market?.

To tackle this challenge, the students created a system mapping in order to know all the stakeholders involved and then they started the research phase involving two different approaches. The first one was based on the plastic circular economy, including packaging, distribution and recycling channels. The second approach was settled from the perspective of consumers and experts in relation with the global plastic pollution problematic. As part of the desk research, some trends, statistics and the competitors analysis were relevant to have a clear view of the market, the audience, and new approaches that similar brands are implementing in terms of sustainability. After the research phase some synthesis was crucial to set possible opportunities. To offer a clear understanding of the outcomes we selected one of the projects to explain. This group focused in three main insights that guided them to a final solution. The first insight they found was “the Pfand system, a fairy tale” in which people believe they are behaving in a sustainable manner by using the deposit system but in reality that is not really making an impact. The second one called “Moral dissonance” talks about how the issue doesn’t seem to be part of people’s lives. And the third, “Lone warriors”, where conscious consumers are have the will to make a change but they feel alone and powerless due to a lack of support. Taking the last insight as a starting point, these lone warriors were the main focus, approaching them as local amabassadors to follow. The next question was settled to narrow the challenge:

How might we help conscious consumers feel part of a global effort, while having a real impact on plastic pollution?

 

THE OUTCOMES

Based on the insights the group created “The Plastic Pollution World Map”. It is a digital platform that involves individuals by encouraging them to locate plastic, take action and make contributions that keep the map updated. But how does it work? Four basic principles are part of the sustainable cycle:

FIRST
LOCATE
areas with plastic pollution in collaboration with partners that have global data on this topic.

SECOND
CONNECT
with individuals to learn, take action and make a statement together.

THIRD
REVITALIZE
catalyze and facilitate local recovery events tackling local problems on a global scale. Sharing achievements in the brand’s social media.

FOURTH
UPDATE
the map digitally and physically, renovating the environment. The scope in the long term is that Coca-Cola will act as a pioneer of revitalization of polluted areas all around the world, influencing the market and connecting people digitally as well as physically to visualize, impact and live in a world without waste.

 

MASD 3rd semester:
Pascal Faro, Mehmet Muderris, Sebastian Pimiento, David Callamand, Gina Kubiak, Hala Cherradi, Jeremy Githinji.

MAMK 1rd & 3rd semester students:
Balthasar Eggers, Leonie Schwahn, Franziska Lerch, Miriam Santer, Alexander Hoffmann, Lisa Reinholz, Isabelle Guenou, Karlie Riedl, Karolina Kosenko, Leonie Gutsche, Emma Solms, Julia Eichert, Carina Detjen, Lena Funk.

 

Prof. Katrin Androschin
Prof. Julia Leihener