The Many Consumer Faces of Trash as Treasure

The Many Consumer Faces of Trash as
Treasure
Tom Szaky
CEO
Terra Cycle

TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.!TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.
OUTSMART WASTE
Eliminating the Idea of Waste!®

TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.!
DON’T ASK NATURE – IT DOESN'T EXIST

IT’S A MODERN AND MAN MADE IDEA
creates Garbage

SIZE OF THE PROBLEM – 5 BILLION TONS / YEAR!

THE CURRENT SOLUTION – BURN OR BURY IT

6
DOES YOUR WASTE HAVE A CHOICE?
Recyclable! Non-Recyclable!
Incineration!
Landﬁll!
Recyclable:!
• Paper!
• Aluminum!
• Glass!
• #1 PETE !
• #2 HDPE!
* Source EPA.gov!
Circular Solution! Linear Solution!
Over 2/3 of all
waste is sent
to landﬁll or !
incinerators.*!

NORMAL SUPPLY AND DEMAND

NORMAL VS. WASTE - SUPPLY AND DEMAND

ELIMINATING THE IDEA OF WASTE WITH ECONOMICS

It’s composition
(i.e. plastic, wood)
10
It’s features
(i.e. shape, color)
It’s intention
(i.e. bottle, vase)
Waste has three characteristics:
composition, features and intention.

SOLVE
REUSE – Values the material.
form and intention of waste.
1. Shoes reused as donations
to communities in need.
2. PepsiCo bottles reused as
packaging for worm poop
fertilizer.
3. Logitech keyboards and
mice refurbished and donated
to communities.
UPCYCLING – Values the
material and form of waste.
4. M&M speakers sold at
RadioShack.
5. Mountain Hardware tents
upcycled into travel kits.
6. Skittles handbag sold at
Walmart.
RECYCLING – Values the
material of waste.
7. Recycled Frito-Lay trash can
made from over 1,500 chip
bags.
8. Old Navy playgrounds made
from recycled flip-flops and
donated to schools.
9. Bear Naked watering can,
made from recycled granola
pouches.
10. Paving stone made from
Capri Sun material.
11. Park bench made from a
TerraCycle composite.
12. Fencing material made
from a TerraCycle composite.
TerraCycle will ONLY
reuse, upcycle or recycle
collected waste.
CYCLICALLINEAR
REUSE
1%
UPCYCLE
4%
RECYCLE
95%
INCINERATION
LANDFILL
1.
2. 3.
4. 5. 6.
7. 8. 9.
1.
HIERARCHY OF WASTE SOLUTIONS
10. 11. 12.
11

Josef Ehntholt,
Brigades
12
Reuse
Values all aspects: material, features and intention.
Spreads tubs have been reused in to plant holders.
Used shoes are collected and reused or sent to those in need.
E-waste Brigades collect and refurbish used
electronics for direct reuse.

TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.!© 2010 TerraCycle, Inc. All Rights Reserved Worldwide. Proprietary and Confidential. Do not Distribute Without Prior Written Permission from TerraCycle

Upcycle
Allison Martyn,
Business Development
16
Values two aspects: material and features.
Eco-speakers made from Frito Lay chip bags
Upcycled backpack from Capri Sun juice pouches
Upcycled vest from paper packaging from
Suzano Brazil

17

TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.!TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.!
29
TERRACYCLE IS A GLOBAL MOVEMENT
Consumers collecting waste for
TerraCycle globally.
Pieces of garbage collected by
TerraCycle.
Cumulative payment to charitable
organizations from TerraCycle for
waste collected.
$6.9 million (USD)
50 million
2.5 billion
Countries Where TerraCycle Operates:
Argentina, Austria, Belgium, Brazil,
Canada, Denmark, France, Germany,
Hungary, Ireland, Israel, Mexico,
Netherlands, Norway, Puerto Rico, Spain,
Sweden, Switzerland, Turkey, UK and US.
23
32.5
MILLION
PEOPLE

30
OUR OFFICES - ALL MADE FROM GARBAGE
USA TerraCycle Office (Trenton, NJ)

31
TERRACYCLE GRAFFITI CULTURE

Germany TerraCycle Office (Mainz)

Canada TerraCycle Office (Toronto)

Brazil TerraCycle Office (São Paulo)

UK TerraCycle Office (London, UK)

Recycle
Bari Levine,
Brigades
36
Values one aspect: material.

RECYCLING: Values the material of waste
RECYCLE
95%
HIERARCHY OF WASTE SOLUTIONS - RECYCLE
SOLVE
38
Toilet seat made from
composite materials
Plant caddy made from
drink pouches
Flower pot made from a
composite of materials
Adirondack chair made from a
Bike rack made from a
Dog bowl made from
chip bags
Coolers made from chip bags
Cutting board made from a
composite of material
Park bench made from a
Storage bin made
from energy bars
Hangers made from chip bags

CASE STUDY: RECYCLED PRODUCTS
SOLVE
39
Today TerraCycle collects and recycles
5 to 10 million post-consumer Capri
Sun pouches per month into various
recycled products.

40TerraCycle ®, the TerraCycle Logo ®, and Brigade® are all Trademarks of TerraCycle Inc. used under license, www.terracycle.com, Toll-free 866.967.6766.
40
SOLVE
LANDFILL/DISPOSAL
TerraCycle’s system offers opportunities to create promotional products from your waste. Sample uses include:
Playground
TerraCycle recycled collected
flip-flops into playgrounds, which
were donated to schools.
Pencil Case
Free upcycled pencil case in
every multipack of Frito-Lay.
Upcycled Palm Tree
Upcycled palm tree from
Garnier packaging.
Clutch Bag
Upcycled bag for Katy Perry
after she tweeted about her
love for Lunchables.
PROMOTIONAL PRODUCTS

41
CASE STUDY: OLD NAVY FLIP FLOP REPLAY
TerraCycle turned Old Navy post-consumer flip flops into
playgrounds for four schools (using over 20,000 flip flops
collected at their over 795 stores).

SOLVE
Merchandiser
Recycled Flavia Fresh Packs
were used to manufacture
the merchandiser that stores
fresh packs at customer
locations.
Pen Ledger
TerraCycle recycled writing
instruments and uses the
recycled material to create
the pen ledger that comes in
every pack of Expo markers.
Office Benches
TerraCycle recycled collected
Capri Sun juice pouches into
park benches, which Kraft
then placed throughout their
corporate headquarters.
Integrate your collected materials into new and related products – a 360-degree, closed loop design concept.
CLOSED LOOP PRODUCT DESIGN
Display Stand
Recycled bread packages were
used to manufacture the
display stand that sold the
products in major retailers.
42

43
TERRACYCLE MAKES
NON-RECYCLABLE
WASTE NATIONALLY
RECYCLABLE

SOLVE PROMOTECOLLECT
44

COLLECT
HOW TERRACYCLE COLLECTS WASTE -
NATIONAL BRIGADE MODEL
Step 1: Sign Up Step 2: Collect Step 4: Ship Step 5: Incentivize
Participants start
collecting the specific
waste at their Brigade
location in any box
available.
When ready to
ship a filled box
to TerraCycle,
Brigade location
leaders download
a shipping label.
Individuals go to
www.terracycle.com,
browse the categories of
waste to collect, and
join a desired program.
For every piece of waste
received, TerraCycle can
credit the location
leader’s account with an
incentive that can be
donated to any charity
or school of their choice.
Waste is then upcycled
or recycled.
Step 3: Download
Leaders then
affix the
shipping label to
a box and ship
to TerraCycle.
45

COLLECT (WOW BOX)
SAMPLE ON-SITE COLLECTION
AND AGGREGATION
46
Collection bins can be placed strategically at glove
stations, outside the clean rooms, hotels and in lockers
to facilitate collections.
The boxes are safely aggregated on a
shipping dock away from end customers and
potentially hazardous environments.
COLLECTION AGGREGATION

COLLECT (WOW BOX)
TERRACYCLE B2B AND OFFICE COLLECTIONS
47
Boxes can be made from a variety of materials and can be packed together in multiple quantities.
TerraCycle’s custom WOW boxes can range from low end (1 color)
small boxes to large, multi-color, multi slot systems.

Immediately: Turn a
negative into a positive
brand interaction.
Collection locations become highly engaged micro-marketers of your brand’s new platform –
increasing their commitment and engagement every year, in an authentic and credible way.
COLLECT
THEY CREATE A NATIONAL MOVEMENT
Soon: Start to generate a
community. Become authentic
brand ambassadors.
Later: Complete community
engagement for your brand.
48

Sauquoit Valley Elementary
Arrowhead Elementary School
Neil Armstrong School

Community Christian Academy
Fountain City Elementary

Explore Knowledge Academy Sheri B., Monster Mash Your Trash

52
BRIGADE COLLECTIONS – CAPRI SUN (USA)
Over a five-year period, after launching with TerraCycle, Capri Sun grew its market share
by 9% and sales from $1 billion to $1.5 billion driving both REVENUE and EQUITY.
0%
10%
20%
30%
40%
50%
60%
70%
80%
2006 2007 2008 2009 2010 2011
Capri-Sun
Minute-Maid
Juicy-Juice
Hi-C
Apple & Eve
JuicePouchMarketShare(USA)
JuicePouchesCollected

NATIONAL MARKETING CASE STUDIES
53

54
Further, Tang’s “Top of Mind” share went from top 50 to top 5 brands (beating Coke for first time ever).
From a July 2010 Nielsen study. As a direct
result of the TerraCycle program, Tang
(Brazil) saw a 40% sales lift against a
category-wide 2% sales decrease.
Website
TV Ads
http://www.youtube.com/watch?v=CpR__rf-FVc
On-Pack
Social Media
Event Activation
Retail Activation

Tang Commercial (Brazil)
55

DIY ACTIVAITON AT RETAIL

58
TANG BRAZIL - TANGBO
EVENT ACTIVATION
As a closing point for the “Prep, Drink,
Do” campaign, Tang Brazil created a 14
meter tall Guinness World Record Robot
made from Tang Waste. They had a
special concert to unveil the robot when
it was finished.

•! A Bicibus (bicycle bus) was made with the collected
Tang puches, to show the world to excellent results
of the program.
•! Diffusion by television, billboards, and press.
•! Click to view the Bicibus commercial
“Show the World” Concept
Bicibus Showing
TANG ARGENTINA - BICIBUS

TerraCycle cig recycling in Spain

61
TerraCycle cig recycling in Hungary

63

RETAIL CASE STUDIES
66

CASE STUDY AT WALMART – COLGATE (MX) 67
2011 – Colgate Mexico launched aggressive point-of-purchase materials in May,
highlighting the fact that their oral care waste is now recyclable in Mexico
through their partnership with TerraCycle. In-store collection bins were layered
on as an awareness driver and value-add.
Colgate experienced a year-over-year sales lift of 11% for the
month of May.
2012 – Walmart repeated the program, plus added a Do-It-Yourself Demo Tent
outside key stores.
2013 – Walmart confirmed that they will be repeating the program again, plus
adding an upcycled product giveaway with products made from Colgate waste
that TerraCycle has collected.

68
OVERVIEW OF BINDER COLLECTION – STAPLES (USA)
Staples is operating a Binder Recycling Program at all stores
nationwide, and is rewarding consumers who bring in binders
with a coupon for $2 off the purchase of a new binder.
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69
YEAR 1 OVERVIEW – L’OREAL (USA)
Stand-Up Easels with Green
“Fun Facts”
Garnier’s call-to-action for
consumers to join the
Personal Care and Beauty
Brigade. This easel
contains a QR code and a
tear-pad so that
consumers can sign-up on
the TerraCycle site and
begin collecting.
Sideboard POP
Messaging
Garnier and
TerraCycle’s retail
activations
generated over a
significant increase
in the sell-in of
their products at
with Walgreens.

70
YEAR 2 OVERVIEW – L’OREAL (USA)

THAT’S HOW YOU ELIMINATE
THE IDEA OF WASTE

The Many Consumer Faces of Trash as Treasure

The Many Consumer Faces of Trash as Treasure

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The Many Consumer Faces of Trash as Treasure