The first challenge set by the company’s Ideas Brewery is for innovators to submit their ideas for sustainable beer packaging. In particular the company is looking for re-use or recycling of beer packaging; new, sustainable packaging materials; and new ways to distribute or transport the packaging in a more sustainable manner.
Ideas will be assessed on the criteria of “innovativeness,” feasibility, and number of votes from the online audience, Heineken says. The best ideas will win $10,000. Ideas need to be submitted by May 8, and the winners will be announced in June.
The project will kick off today at 5pm GMT, with a “mini challenge,” as Freedom of Creation creative director and 3D prototyping pioneer Janne Kyttanen locks himself up in a secret location for 48 hours, during which he will try to develop solutions to Heinken’s sustainability challenge.
Heineken’s announcement follows similar moves by Unilever and Procter & Gamble.
In March, Unilever’s Open Innovation team launched an online platform seeking help on a range of sustainability issues such as better packaging and natural food preservation. Projects are listed on the Unilever web site as a series of “wants.” The company said that it launched the web site looking for a “fresh, serious” approach to developing new technology.
Procter & Gamble is now seeking to generate $3 billion in annual sales from products jointly developed with outside innovators.