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Tom Szaky | @TerraCycle
Founder & CEO
TerraCycle
Building Brand Value through Upcycling: How
Creativity, Marketing, and So...
Tom	
  Szaky	
  
CEO,	
  TerraCycle	
  
the	
  purpose	
  of	
  business	
  
creates waste
the	
  defining	
  paradigm	
  
10	
  10	
  
Tradi8onally	
  
Recyclable	
  
Tradi8onally	
  	
  
Non-­‐Recyclable	
  
Everything	
  Else	
  
Over	
  2/3	...
11	
  
Hierarchy	
  of	
  Waste	
  
© 2010 TerraCycle, Inc. All Rights Reserved Worldwide. Proprietary and Confidential. Do not Distribute Without Prior Writt...
15	
  
*	
  
*	
  
Upcycled	
  Design	
  &	
  Installa8ons	
   Upcycled	
  Premium	
  Products	
  
UPCYCLING	
  
…and	
  m...
solve
16
30	
  …and	
  many	
  more	
  
RECYCLING	
  	
  
TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle...
34	
  
PROMOTIONAL	
   OPERATIONAL	
  
Case	
  Study:	
  
Large	
  Promo8onal	
  Item	
  
TerraCycle	
  and	
  Garnier	
  ...
35	
  
Japan	
  
Australia	
  
New	
  Zealand	
  
	
  
Canada	
  
Mexico	
  
US	
  
Brazil	
  
TERRACYCLE	
  IS	
  A	
  GL...
36	
  
Brand	
  Partnership	
  Case	
  Study	
  
STEP	
  1:	
  Sign	
  Up	
   STEP	
  2:	
  Collect	
   STEP	
  3:	
  Send...
37	
  
ON-­‐PACK	
  RECYCLING	
  MESSAGING	
  
Garnier	
  have	
  leveraged	
  messaging	
  on	
  pack	
  to	
  communicat...
TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle...
39	
  
Award	
  winning	
  Shopper	
  marke8ng	
  
TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle...
TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle...
42	
  
Food	
  
Home	
  &	
  
Personal	
  Care	
  
Beverage	
  
Office	
  
B2B	
  Consumables	
  
Apparel	
  
SAMPLING	
  OF...
43	
  
Retail	
  Partnership	
  
STEP	
  2:	
  Collect	
  	
   STEP	
  3:	
  Recycle	
  STEP	
  1:	
  Supplies	
  	
  
44	
  
Unilever	
  iniSally	
  partnered	
  with	
  TerraCycle	
  in	
  2014	
  to	
  collect	
  and	
  recycle	
  deodora...
45	
  
Phase	
  2:	
  The	
  Unilever-­‐TerraCycle	
  partnership	
  expanded	
  into	
  all	
  1,686	
  DM	
  
loca8ons	
...
46	
  
ACROSS	
  THE	
  WORLD	
  –	
  LARGE	
  OR	
  SMALL	
  
47	
  
Consumer	
  Partnership	
  
STEP	
  2:	
  Collect	
  	
   STEP	
  3:	
  Recycle	
  STEP	
  1:	
  Buy	
  
$	
  
48	
  
PROFITABLE	
  COLLECITON	
  PLATFORMS	
  
The Zero Waste Boxes appear on
the welcome page of the
Grand&Toy
49	
  
STAPLES	
  AND	
  STAPLES	
  ENVRIONMENTAL	
  
PRODUCT	
  OF	
  THE	
  YEAR	
  
	
  
50	
  
City	
  Partnership	
  
STEP	
  2:	
  Service	
   STEP	
  3:	
  Recycle	
  STEP	
  1:	
  System	
  
51	
  
Partnering	
  with	
  ci8es	
  
52	
  
the sky is the limit
Tom	
  Szaky	
  
CEO,	
  TerraCycle	
  
Building Brand Value through Upcycling: How Creativity, Marketing and Social Action Can Make Garbage Great
Building Brand Value through Upcycling: How Creativity, Marketing and Social Action Can Make Garbage Great
Building Brand Value through Upcycling: How Creativity, Marketing and Social Action Can Make Garbage Great
Building Brand Value through Upcycling: How Creativity, Marketing and Social Action Can Make Garbage Great
Building Brand Value through Upcycling: How Creativity, Marketing and Social Action Can Make Garbage Great
Building Brand Value through Upcycling: How Creativity, Marketing and Social Action Can Make Garbage Great
Building Brand Value through Upcycling: How Creativity, Marketing and Social Action Can Make Garbage Great
Building Brand Value through Upcycling: How Creativity, Marketing and Social Action Can Make Garbage Great
Building Brand Value through Upcycling: How Creativity, Marketing and Social Action Can Make Garbage Great
Building Brand Value through Upcycling: How Creativity, Marketing and Social Action Can Make Garbage Great
Building Brand Value through Upcycling: How Creativity, Marketing and Social Action Can Make Garbage Great
Building Brand Value through Upcycling: How Creativity, Marketing and Social Action Can Make Garbage Great
Building Brand Value through Upcycling: How Creativity, Marketing and Social Action Can Make Garbage Great
Building Brand Value through Upcycling: How Creativity, Marketing and Social Action Can Make Garbage Great
Building Brand Value through Upcycling: How Creativity, Marketing and Social Action Can Make Garbage Great
Building Brand Value through Upcycling: How Creativity, Marketing and Social Action Can Make Garbage Great
Building Brand Value through Upcycling: How Creativity, Marketing and Social Action Can Make Garbage Great
Building Brand Value through Upcycling: How Creativity, Marketing and Social Action Can Make Garbage Great
Building Brand Value through Upcycling: How Creativity, Marketing and Social Action Can Make Garbage Great
Building Brand Value through Upcycling: How Creativity, Marketing and Social Action Can Make Garbage Great
Building Brand Value through Upcycling: How Creativity, Marketing and Social Action Can Make Garbage Great
Building Brand Value through Upcycling: How Creativity, Marketing and Social Action Can Make Garbage Great
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Building Brand Value through Upcycling: How Creativity, Marketing and Social Action Can Make Garbage Great

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Building Brand Value through Upcycling: How Creativity, Marketing and Social Action Can Make Garbage Great

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Building Brand Value through Upcycling: How Creativity, Marketing and Social Action Can Make Garbage Great

  1. 1. Tom Szaky | @TerraCycle Founder & CEO TerraCycle Building Brand Value through Upcycling: How Creativity, Marketing, and Social Action Can Make Garbage Great
  2. 2. Tom  Szaky   CEO,  TerraCycle  
  3. 3. the  purpose  of  business  
  4. 4. creates waste
  5. 5. the  defining  paradigm  
  6. 6. 10  10   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.    
  7. 7. 11   Hierarchy  of  Waste  
  8. 8. © 2010 TerraCycle, Inc. All Rights Reserved Worldwide. Proprietary and Confidential. Do not Distribute Without Prior Written Permission from TerraCycle
  9. 9. 15   *   *   Upcycled  Design  &  Installa8ons   Upcycled  Premium  Products   UPCYCLING   …and  many  more  
  10. 10. solve 16
  11. 11. 30  …and  many  more   RECYCLING    
  12. 12. 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
  13. 13. 34   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  
  14. 14. 35   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  
  15. 15. 36   Brand  Partnership  Case  Study   STEP  1:  Sign  Up   STEP  2:  Collect   STEP  3:  Send  &  Recycle   STEP  4:  Incen8ve  
  16. 16. 37   ON-­‐PACK  RECYCLING  MESSAGING   Garnier  have  leveraged  messaging  on  pack  to  communicate  that  their  packaging  is  now   naSonally  recyclable.   USA   BRAZIL  
  17. 17. TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766. 3838
  18. 18. 39   Award  winning  Shopper  marke8ng  
  19. 19. TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766. 4040GARNIER GREEN GARDEN BLOCK PARTY PHOTOS
  20. 20. TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766. 4141GARNIER GREEN GARDEN BLOCK PARTY PHOTOS
  21. 21. 42   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  
  22. 22. 43   Retail  Partnership   STEP  2:  Collect     STEP  3:  Recycle  STEP  1:  Supplies    
  23. 23. 44   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  
  24. 24. 45   Phase  2:  The  Unilever-­‐TerraCycle  partnership  expanded  into  all  1,686  DM   loca8ons  in  Germany.     CASE  STUDY:  DM/UNILEVER  IN-­‐STORE  COLLECTION  
  25. 25. 46   ACROSS  THE  WORLD  –  LARGE  OR  SMALL  
  26. 26. 47   Consumer  Partnership   STEP  2:  Collect     STEP  3:  Recycle  STEP  1:  Buy   $  
  27. 27. 48   PROFITABLE  COLLECITON  PLATFORMS   The Zero Waste Boxes appear on the welcome page of the Grand&Toy
  28. 28. 49   STAPLES  AND  STAPLES  ENVRIONMENTAL   PRODUCT  OF  THE  YEAR    
  29. 29. 50   City  Partnership   STEP  2:  Service   STEP  3:  Recycle  STEP  1:  System  
  30. 30. 51   Partnering  with  ci8es  
  31. 31. 52   the sky is the limit
  32. 32. Tom  Szaky   CEO,  TerraCycle  

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