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d&#8217;emballage sans d\u00e9chets. Des \u00e9tudes ont montr\u00e9 que les consommateurs sont pr\u00eats \u00e0 payer plus cher pour des produits emball\u00e9s de mani\u00e8re \u00e9cologique. Dans l&rsquo;industrie du caf\u00e9, les tasses \u00e0 emporter et les dosettes sont deux d\u00e9fis majeurs en mati\u00e8re de durabilit\u00e9. Cependant, les consommateurs appr\u00e9cient la commodit\u00e9 qu&rsquo;elles procurent. Un emballage de dosettes sans d\u00e9chets offre le meilleur des deux mondes : une tasse de caf\u00e9 facile \u00e0 d\u00e9guster d&rsquo;une marque de confiance et un syst\u00e8me durable. Le principal d\u00e9fi consistait \u00e0 s&rsquo;assurer que les consommateurs avaient confiance dans le message, qu&rsquo;ils comprenaient clairement comment \u00e9liminer correctement les mat\u00e9riaux et \u00e0 raconter une belle histoire. En tant que premi\u00e8re sur le march\u00e9 canadien des dosettes sans d\u00e9chets, l&#8217;emballage devait offrir une information d\u00e9taill\u00e9e mais simple. Au dos de l&#8217;emballage, les consommateurs trouvent des informations sur les mat\u00e9riaux et leur \u00e9limination appropri\u00e9e. L&#8217;emballage se d\u00e9marque par une languette d\u00e9tachable claire et disruptive, et un r\u00e9cit simple aide les consommateurs \u00e0 boucler la boucle. <\/p>\n","en":"<p>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. <\/p>\n","original":""},"jury_text":[{"category":495,"fr":"<p>Maxwell House est une marque \u00e0 laquelle les consommateurs font confiance pour obtenir une excellente tasse de caf\u00e9 tous les jours. Nous savions que les dosettes \u00e9taient populaires pour leur commodit\u00e9, mais que cela entrait en conflit direct avec le d\u00e9sir des consommateurs d&rsquo;\u00eatre \u00e9cologiquement responsables. En particulier, les jeunes consommateurs sont plus susceptibles de choisir un produit ou une marque qui int\u00e8gre des pratiques durables telles que des conceptions en circuit ferm\u00e9. Il \u00e9tait donc essentiel de s&rsquo;assurer que le message \u00e9tait simple, honn\u00eate et clair, et qu&rsquo;il attirait l&rsquo;attention en rayon avec un message fort de \u00ab\u00a0z\u00e9ro d\u00e9chet\u00a0\u00bb. Les consommateurs actuels de Maxwell House sont l\u00e9g\u00e8rement plus \u00e2g\u00e9s, mais ils sont toujours pr\u00e9occup\u00e9s par la durabilit\u00e9. Le nouveau design a le potentiel d&rsquo;accro\u00eetre la notori\u00e9t\u00e9 de la marque Maxwell House en \u00e9tant le premier sur le march\u00e9 canadien \u00e0 proposer des dosettes sans d\u00e9chets. <\/p>\n","en":"<p>Maxwell House is a brand consumers trust for a great cup of coffee every day. We knew that pods are popular for their convenience, but that this was a direct conflict with consumers\u2019 desire to be environmentally responsible. In particular, younger consumers are more likely to choose a product or brand that integrates sustainable practices such as closed loop designs. Therefore, it was critical to ensure the messaging was simple, honest and clear, and grabbed attention on the shelf with a strong \u201czero-waste\u201d message. Current Maxwell House consumers do skew slightly older, but they are still concerned about sustainability. The new design has the potential to drive greater brand awareness for Maxwell House based on being the first to the Canadian market with zero-waste pods. <\/p>\n","original":""}],"different_jury_text":false,"different_category_text":false},"laureats":[{"cat_id":495,"cat_id_laureat":1033,"laureat":"Certification Bronze"}],"contest_id":"1180","contest_title":"GRANDS PRIX DU DESIGN - 14e \u00e9dition","firms":[{"name":"SLD","website":"www.sld.com","category":"","category_tax":false}],"user":{"email":"mdeines@sld.com","first_name":"Melinda","last_name":"Deines"},"doc_texts_web":{"fr":"","en":""},"permalinks":{"fr":"https:\/\/int.design\/fr\/projets\/maxwell-house-zero-waste\/","en":"https:\/\/int.design\/en\/projects\/maxwell-house-zero-waste\/"},"titles":{"fr":"Maxwell House Zero Waste","en":"Maxwell House Zero Waste"},"wp_fields":[],"laravel_id":""},"_links":{"self":[{"href":"https:\/\/int.design\/fr\/wp-json\/wp\/v2\/project\/33973","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/int.design\/fr\/wp-json\/wp\/v2\/project"}],"about":[{"href":"https:\/\/int.design\/fr\/wp-json\/wp\/v2\/types\/project"}],"wp:attachment":[{"href":"https:\/\/int.design\/fr\/wp-json\/wp\/v2\/media?parent=33973"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}