Maxwell House Zero Waste
By : SLD
GRANDS PRIX DU DESIGN – 14e édition
Discipline : Communication & Brand Design
Categories : Communication Design / Packaging creation : Bronze Winner
Maxwell House pod products are moving to a zero-waste packaging system. Research showed consumers are willing to pay more for eco-friendly packaged products. In the coffee industry takeaway cups and pods are two key sustainability challenges. However, consumers do like the convenience they provide. A zero-waste pod package provides the best of both worlds: a great, easy cup of coffee from a trusted brand, and a sustainable system. The key challenge was to ensure consumers felt they could trust the message, that they clearly understood how to properly dispose of the materials and to tell a great story. As the first to the Canadian market with zero-waste pods, the package needed to offer detailed but simple education. On the back of the pack, consumers find information on materials and proper disposal. A clear disruptive tearaway makes the package stand out, and simple storytelling helps consumers complete the loop.