Aquafresh SCAD Process Book by Anaïs Cipriano

Table of Contents

Understand Brand Research 12-33 Brand Analysis 34-43 Concept Development 44-55

Define Field Research 58-75

Field Research Analysis 76-83

Make Final Solution 86-109 Appendix

Team

Christopher Beard Tallahassee, Florida B.S. Studio Art M.A. Industrial Design M.A. Design For Sustainability

Kaley Blask San Antonio, Texas B.S. Interior Design M.F.A. Design for Sustainability

Anaïs Cipriano Paris, France M.F.A. Interior Design M.A. Design for Sustainability

Eliška Skarolková Prague, Czech Republic B.A. Industrial and Product Design M.A. Design for Sustainability

Introduction “Design is increasingly being viewed as a critical enabling component for sustainability because the design function is a concentration point for decisions about a large set of human and material resource flows.“ —IDEO + BSR

Challenge

Brand Self-Actualization Design a memorable and meaningful user-centered innovation for a company that enables users to behave more sustainably even as it drives real improvements in that companyâ&#x20AC;&#x2DC;s sustainable practices. The solution must not be implemented by greenwashing, but only through a lasting commitment to change in the company. Explore methods and means of brand self-actualization through meaningul user-focused behavior change by reconciling the tension between the present state and desired future state of your company.

Methodology Circular Economy

A circular economy is one that is restorative and regenerative by design, and which aims to keep products, components and materials at their highest utility and value at all times, distinguishing between technical and biological cycles. Principle 1: Preserve and enhance natural capital ...by controlling finite stocks and balancing renewable resource flows. Principle 2: Optimize resource yields ...by circulating products, components, and materials at the highest utility at all times in both technical and biological cycles. Principle 3: Foster system effectiveness ...by revealing and designing out negative externalities. â&#x20AC;&#x201D;ellenmacarthurfoundation.org

Behavior Change “Each person has an emotional side and a rational side. The a book Switch by Heat and Heat introduced a metaphor by Jonathan Haidt about the Elephant being the emotional side and the Rider the rational side. When we want to change person‘s behavior, we have to direct their rational side – make them aware, because „what looks like resistance is often lack of clarity“. But it‘s not only that easy because people have their elephants, their emotions, that are bigger and stronger then their rational sides. Therefore we have to motivate the emotional side of them, we have to motivate their elephants. „What looks like resistance is often exhaustion. The rider can‘t get his way by force for too long“. The elephant needs to be motivated. Lastly, „what looks like a people problem is often a situation problem“. The person‘s behavior is not going to change when the person doesn‘t have the right situation for it. We have to shape the Path to make change more likely and more accessible.” —SWITCH, How to Change Things When Change is Hard Chip Heath and Dan Heath

Understand Brand Research Brand Analysis Concept Development

The first step in our research process was to analyze different oral care brands to familiarize ourselves with the industry. After studying Colgate, an integrated brand, and Weleda, a purpose-driven brand, our research led us to Aquafresh.

Brand Research

Purpose-Driven Company Weleda

Personas A world’s leading manufacturer of certified natural and organic cosmetics and pharmaceuticals is a Swiss company with a branch in Germany. Weleda sells its product on all continents in more than 50 countries. Majority of Weleda’s sales are generated in Germany, France and Switzerland. The portfolio contains pharmaceutical products and cosmetics both designed based on anthroposophic principles to enable an authentic beauty and health. “Nature can nurture and the earth can heal.” They presents themselves with promises to actively protect ecology while providing quality of products and keeping vital relationship with customers and fair trade partners.

Name: Britta Regenbogen Age: 45 Occupation: Kindergarten Assistant (part time) Lives: Stuttgart, Germany Britta grew up on a farm and now lives with her husband and their 6 year old daughter near Stuttgart in a small house. After being on maternity leave, she has begun working again as a part time teacher’s assistant in a neighborhood kindergarten. In her spare time, she enjoys hiking, making homemade makeup, and relaxing in the sauna. She likes to use organic and natural products because she wants the best for her family.

Name: Ashley Morgan Age: 24 Occupation: MBA Student at NYU Lives: New York, NY Ashley is pursuing her MBA and lives in New York City. Besides her studies, she is a beauty blogger and loves to follow trends and test new products. In her spare time, she likes to visit the MoMA. After she graduates, she would like to start her own beauty brand on Etsy. Due to sulfate allergies, her acupuncturist recommended she try all-natural health and beauty products.

Understand Brand Research

Strategic Sustainability Goals Social Sustainability Strategy 2010-2015 Sustainability has been a key component of the companyâ&#x20AC;&#x2122;s corporate identity since 1921 when Weleda was founded. Their 2010-2015 Social Sustainability Strategy is supported by four pillars: Environment, Social Affairs, Economy, and Culture and Leadership. The companyâ&#x20AC;&#x2122;s vision is continue its pharmaceuticals and natural organic cosmetics as a means to help make the world a better place. By 2020 the company aims to achieve sustainability an integral part along the entire value chain, and in the hearts of their employees.

Biodynamic Gardens Weleda uses biodynamic gardens which utilize composting, fertilization, and pest control through natural and organic means, strictly forbidding the use of chemicals and growth hormones. The tincturing process is done right next to the gardens to ensure use of fresh ingredients.

Fair Trade

Weleda developed partnerships that allow them to source ingredients from both small and large farms, cooperatives, and cultivation projects, all while committing to sustainable, fair trade practices. In collaboration with various NGOs and initiatives, Weleda is campaigning to improve the living conditions of local farmers and plant collectors.

Minimize Packaging

Utilizing only the safest materials for its packaging to protect and preserve both the product formulation and the environment. They utilize three types of materials: glass, food grade PET and PE/PP plastics, and aluminum tubes with a protective coating. All of the packaging is recyclable, durable, and easy to use.

Consumer-Facing Strategies Brand Identity

Weledaâ&#x20AC;&#x2122;s marketing approach appeals to consumers who are primarily seeking quality health and beauty products. Sustainability is integrated within their products, so when a consumer buys a Weleda product because they know it is quality, they will learn through their branding that they stand for sustainability. Through this approach, they seek to shape consumer behavior to correlate quality with sustainability.

Online Presence

Weleda is very active online via their social media outlets and beauty blog, which educates readers about health and beauty tips, recipes, work-life balance, and news. They also have an online magazine that focuses on human connection with nature.

Showrooms

At Weleda showrooms in Berlin, Germany and Paris, France, massage therapists promote the importance of connecting your mind, body, and spirit through massages using Weleda Arnica massage oils. The showrooms also hold workshops that focus on holistic techniques.

Midwives Weleda Italy supports midwives by providing them with the educational seminars, tools, and products necessary to aid in natural births, which are quite common in Italy.

Diversity and Social Sustainability

As an international company, Weleda views cultural diversity as an inspiring strength. Currently, 53% of their management is made up of women. Weleda is committed to the welfare of their employees through professional and personal development programs.

Understand Brand Research

Purpose-Driven Company Weleda

Challenges for Becoming More Sustainable

Weleda is growing and expanding their market every year. As their brand grows, they will need to ensure that any new use of resources, new production facilities, and new modes of transportation aligns with their sustainability goals. At the same time, the company will need to ensure that they are maintaining their reputation and meeting the expectations of their stakeholders. Sustainability is an integral aspect of Weledaâ&#x20AC;&#x2122;s company culture and they are constantly innovating new educational tools to align their goals across the company including management, employees, suppliers, partners, distributors, and retailers. In the future, the Executive Board and the upper-level management will be even more involved in anchoring sustainability throughout the entire value chain.

Understand Brand Research

Primary Market Competitors

A.U.D.I.O Analysis Challenge

Climate Change

Energy

Aspects

Chemicals/Toxins

Air Pollution

Waste Management

Ozone Layer

Oceans

Deforestation

Downstream

Issues

Extraction of raw materials, emissions from transport of raw materials to factories and of products to retailers, Fair trade transportation

Global energy consumption for facilities and processes

Nonrenewable energy use in supply Energy use in retailers and by Reliance on grid, nonrenewable chain, manufacturing facilities and consumer, energy use for end of the energy sources could become processes, distribution centers, and life of a product in its life cycle limited and costly management facilities

Renewable energy sources, having LEED buildings to cut the energy consumption at the source, as well as reduce overhead cost of energy use

Water use and contamination

Water used in growth and extraction of raw materials, processing, and production of product

Rising concerns about water scarcity and quality in nearby communities, weight of the packaging during transportation

Continue decreasing the use of water with solid products, looking into introducing low environmental-impact plastics in order to reduce package weight

Use of natural resources, soil fertility, and land use for facilities and operations

Use of local plants and organic Packaging disposed in nature, uses crops, biodynamic gardens, animal- biodegradable packaging derived ingredients, such as honey, lactose, and beeswax, strict rules against animal testing

Could be extracting natural resources that threaten livelihood of native species, fair trade agreements could affect ecosystems

Having a factory on each continent and adjusting the ingredients according to the local crops, continue innovating the biodynamic gardens

Use of chemicals in product production and packaging

Use of essential oils, avoidance of chemicals and toxins, use of organic dyes

Emissions from production Emissions in transport and facilities, management facilities, and nonrenewable energy sources, biketransportation to-work program for employees, checking the pH of rainfall frequently

Emissions from consumer traveling Accelerating climate change, to and from retailer, consumer possible carbon tax will limit CO2 throwing packaging in landfill emissions

Opportunities

Use of natural resources for products, emissions from production and transportation, and emissions from waste by products

Water

Biodiversity

Upstream

Water used during product use, water used for recycling the packaging

Collect data about CO2 emissions to see where they can reduce their footprint. Broadening the â&#x20AC;&#x153;Bike to Workâ&#x20AC;? campaign

Less packaging would mean less dyes

Emissions from consumer traveling Concerns about health and quality to and from retailer, emissions from of life in nearby communities, legal nonrenewable energy sources in constraints on emissions retailer locations

Renewable energy and fuel sources that do not produce harmful emissions, localized/regionalized production facilities, remove extraneous steps in supplierproduction-distribution processes Solid toothpaste with little to no packaging, biodegradable packaging, recyclable packaging, offering take-back programs, reusable/refillable packaging

Company waste and user disposal of byproducts

Waste generated from supplier and Product packaging ending up in a during manufacturing processes, landfill, some product packaging use of recycled glass, reduced plastic cannot be recycled packaging

Land availability for landfill use, rising costs of waste disposal, harming natural environments

CFCs released through cooling of suppliers, production facilities, distribution centers, and management offices

Coolants used in air conditioning in all operations facilities and refrigeration appliances

Accelerating global warming, legal constraints on CFC emissions

Passive cooling systems, LEED buildings would need less AC, use non-CFC products

Pollution of oceans due to Emissions from cargo ship transportation, runoff, and accidents transport of products to global markets

Product packaging may not biodegrade in oceans

Transporting product globally, potential to harm food supply, affects sea life

Biodegradable packaging, localized/ regionalized production and distribution facilities

Desertification of lands for resource FSC forest use for paper and pulp extraction and facilities for packaging

Paper packaging cannot be reused

Use of paper in packaging and paperwork

Set sourcing criteria for suppliers, eliminate paper packaging, digitize company paperwork

Understand Brand Research

Integrated Company Colgate

Personas

Founded in 1806, Colgate-Palmolive is a $16.304 billion consumer products company that operates in over 80 countries, serving people around the world with well-known brands that make their lives healthier and more enjoyable. Colgate’s mission is “to act with compassion, integrity, honesty, and high ethics in all situations and to listen with respect to others and value differences.” Colgate is also committed to protect the global environment, to enhance the communities where Colgate people live and work. Colgate toothpaste is the brand recommended most by dentists worldwide.

Name: Emily Stillwagon Age: 33 Occupation: Teacher Lives: Columbus, Ohio Emily is a teacher, born and raised in Columbus, Ohio. She has three children, ages 5, 7, and 8. She lives in a modest suburban home with her husband, children, and Yorkshire Terrier dog. She drives a minivan because it is most practical for driving her children around to school and their various activities. She enjoys reading, knitting, and walking the dog in her spare time. She is hardworking, traditional, and appreciates convenience where she can find it due to her busy schedule.

Name: Tyler King Age: 24 Occupation: Design Manager Lives: New York City Tyler is a young design manager for a clothing line, born in Novato, California. A recent graduate from Savannah College of Art and Design. He lives in a small one bedroom apartment in the lower east side in Manhattan with his dog Marx. He’s always on the go and tries to keep up with the busy life of living and working in the city. Though his days are filled with overseeing productions, schedules and clients, he manages time to hit the gym, running with his dog, making a healthy dinner, and get a quick drink with friends on the weekends. Tyler is very interested in being healthy and fit, but is starting to want to be more sustainable and environmentally responsible.

Understand Brand Research

Strategic Sustainability Goals 2015-2020 Sustainability Strategy “Colgate is embedding sustainability in each of our product categories, from the raw materials we purchase, to our own operations, to the end-of-life of our packaging. With a focus on responsible sourcing, ingredient sustainability, reducing our operational footprint, educating consumers and improving our packaging, we are improving the sustainability profile of our Oral Care, Personal Care, Home Care and Pet Nutrition offerings.”

Consumer-Facing Strategies “Bright Smiles, Bright Futures”

Global oral health education program that has reached more than 850 million children and their families across 80 countries with free dental health screenings and oral health education. Partners with retail stores around the world such as Walgreens, Carrefour, Tesco, Walmart, Rossmann and Coles, as well as local schools.

“Save Water” Campaigns Zero Net Deforestation Colgate is partnering with suppliers like The Forest Trust, RSPO and the CGF Palm Oil Working Group to meet Zero Net Deforestation goals. All palm oil, palm kernel oil and derivatives are now from certified sources or covered by GreenPalm certificates.

Zero Waste

A continuation of the Zero Waste program, Colgate events like that of Trash to Treasure waste-sorting event and a recognition program for sites that are leading in Zero Waste to Landfill, aims to achieve zero waste in manufacturing by 2020.

Water Manufacturing Improvements

World Water Day sponsored messages to “turn off the faucet,” to promote water conservation awareness was broadcast to over 60 countries. This was a joint effort with The Nature Conservancy in the U.S.

Water For People’s “Everyone Forever” Program

Colgate’s contributions to helped them to reach nearly 100,000 people in 2015 with water, sanitation systems and/or health and hygiene education in Guatemala, Peru and India.

Partnership with Terracycle Partnered with Shoprite & Meijer stores in 2015 on a recycled oral care products playground giveaway.

Colgate has committed to reducing water use in their manufacturing process to about half of what was used in 2002. Currently they have already reduced water consumption by 48%.

Recyclability

Colgate is working to improve the recyclability of their packages by developing perforated shrink sleeves and phasing out the use of PVC in toothbrush packaging.

Understand Brand Research

Integrated Company Colgate

Challenges for Becoming More Sustainable Colgate has categorized and prioritized seven issues that have the most potential to impact their operations or supply chain that might create regulatory or reputational risks for Colgate: 1. Oral Health 2. Responsible Sourcing and Human Rights 3. Ingredient Safety 4. Sustainable Packaging 5. Climate Change 6. Deforestation 7. Water Stewardship Colgate will need to find a way to integrate sustainability into these seven categories while ensuring they are meeting the expectations of their stakeholders. Additionally, Colgate may need to allocate localized/ regionalized sustainability initiatives because their market is ever-expanding. Lastly, Colgate will need to ingrain sustainability into their company culture, involving everyone across the entire value chain including suppliers, employees, manufacturers, distributors, and retailers.

Understand Brand Research

Primary Market Competitors

A.U.D.I.O Analysis Challenge

Climate Change

Energy

Aspects

Chemicals/Toxins

Air Pollution

Waste Management

Ozone Layer

Oceans

Deforestation

Downstream

Issues

Extraction of raw materials, emissions from transport of raw materials to factories and of products to retailers, Fair trade transportation

Global energy consumption for facilities and processes

Renewable energy sources, having LEED buildings to cut the energy consumption at the source, as well as reduce overhead cost of energy use

Water use and contamination

Water used in growth and extraction of raw materials, processing, and production of product

Rising concerns about water scarcity and quality in nearby communities, weight of the packaging during transportation

Continue decreasing the use of water with solid products, looking into introducing low environmental-impact plastics in order to reduce package weight

Use of natural resources, soil fertility, and land use for facilities and operations

Could be extracting natural resources that threaten livelihood of native species, fair trade agreements could affect ecosystems

Having a factory on each continent and adjusting the ingredients according to the local crops, continue innovating the biodynamic gardens

Use of chemicals in product production and packaging

Use of essential oils, avoidance of chemicals and toxins, use of organic dyes

Emissions from consumer traveling Accelerating climate change, to and from retailer, consumer possible carbon tax will limit CO2 throwing packaging in landfill emissions

Opportunities

Use of natural resources for products, emissions from production and transportation, and emissions from waste by products

Water

Biodiversity

Upstream

Water used during product use, water used for recycling the packaging

Collect data about CO2 emissions to see where they can reduce their footprint. Broadening the â&#x20AC;&#x153;Bike to Workâ&#x20AC;? campaign

Less packaging would mean less dyes

Company waste and user disposal of byproducts

Waste generated from supplier and Product packaging ending up in a during manufacturing processes, landfill, some product packaging use of recycled glass, reduced plastic cannot be recycled packaging

Land availability for landfill use, rising costs of waste disposal, harming natural environments

CFCs released through cooling of suppliers, production facilities, distribution centers, and management offices

Coolants used in air conditioning in all operations facilities and refrigeration appliances

Accelerating global warming, legal constraints on CFC emissions

Passive cooling systems, LEED buildings would need less AC, use non-CFC products

Pollution of oceans due to Emissions from cargo ship transportation, runoff, and accidents transport of products to global markets

Product packaging may not biodegrade in oceans

Transporting product globally, potential to harm food supply, affects sea life

Biodegradable packaging, localized/ regionalized production and distribution facilities

Desertification of lands for resource FSC forest use for paper and pulp extraction and facilities for packaging

Paper packaging cannot be reused

Use of paper in packaging and paperwork

Set sourcing criteria for suppliers, eliminate paper packaging, digitize company paperwork

Understand Brand Research

Selected Company Aquafresh

After studying Colgate, an integrated brand, and Weleda, a purpose-driven brand, our research led us to Aquafresh. We selected Aquafresh because they are only just beginning their journey towards sustainable practices, providing us with opportunities for brand self-actualization. We did experience some difficulty finding information specifically about Aquafresh instead of their parent company, GlaxoSmithKline. Through plenty of mud-raking, we were able to find the information we needed about Aquafresh’s current sustainability standing.

Company Profile In 1973, SmithKline Beecham created Aquafresh with the intention of introducing a unique toothpaste brand with differentiating features from its competitors. Aquafresh was the first striped toothpaste to launch within the oral care market at the time. It originally had blue and white stripes, representing two key product benefits: fresh breath and fighting tooth decay. In 2001, SmithKline Beecham merged with Glaxo Wellcome to create GlaxoSmithKline, a large company which currently employs over 100,000 people in more than 150 markets, with a network of 89 manufacturing sites, and large Research and Development centers in the United Kingdom, United States, Belgium, and China. GSK specializes in three different product categories: pharmaceuticals, vaccines, and consumer healthcare products. The consumer healthcare products category includes oral care products such as Aquafresh and Sensodyne. In 2015, oral health product sales made up $2.3 billion of GSK’s sales. Today, GSK is a top three company in the toothpaste market and the number one in specialist oral health, with leading positions in sensitivity, acid erosion, denture care, and gum health. Through GSK’s ongoing commitment to their oral care products, Aquafresh remains a relevant toothpaste, recognized by its three stripes: blue, white, and red, which have become Aquafresh’s signature. Understand Brand Research

Competitors

Branding History Aquafresh’s “Ocean of Freshness” advertisement used images of blue seas and cresting waves to communicate the product’s freshness and taste attributes. This advertisement was crucial in further differentiating the brand from its competitors, while at the same time advertising that Aquafresh was the most modern toothpaste brand on the market. Realizing that consumers’ needs and desires are constantly change and evolve, Aquafresh decided to change their branding strategy to better fit the interests of their target market. In the early ‘80s, awareness and interest around oral hygiene developed considerably and consumers began to look for oral care brands that shared their values. Consumers wanted to prevent tooth decay, fight plaque build up, whiten teeth, have fresh breath, and feel confident about their smile. Aquafresh went on to expand its product line to respond to market trends, creating products with new flavors, pump packaging, and a third, red stripe. Today, Aquafresh has created a children‘s product line and launched campaigns featuring “Captain Aquafresh” which target defense against “sugar acid” — a byproduct of sugary foods and drinks that is said to cause loss of enamel, creating sensitivity, cavities, and tooth decay. Aquafresh continues to be recognized by its three distinct stripes: blue, white, and red, which Aquafresh call their “nurdles.”

Understand Brand Research

Aquafresh Personas

Jennifer Jones 67 years old Raleigh, NC Retired, Blogger

Chris Baria 32 years old New York, NY Oil Consultant

Understand Brand Research

Jennifer has a Bachelors degree in Creative Writing. She writes a blog where she shares her thoughts about recent movies she’s watched and books she’s read. She listens to rock music because it reminds her of her youth when she frequented local punk rock shows. Her husband is a knife maker and together they like to spend weekends with their grandchildren since their son is often busy with his work. She doesn’t have any preferred brand when it comes to cosmetics and she buys her toothpaste when she does regular grocery shopping. Her grandchildren also use Aquafresh when they sleep over at Jennifer‘s place.

“Never stop learning”

Chris is an Indian-American business man who lives with his wife in New York City. He is a busy man who travels to India often for work. He usually shops online and often buy his hygiene products last minute in airports on the way to his next destination. Aquafresh is a brand that he’s always known so he trusts it. He doesn’t put too much thought into the brands he buys so he goes for the safe choice. In his free time he enjoys playing video games on his computer and drinking red wine. His current goal is to earn enough money to be able to have children with his young wife.

“I’m not bossy, I just know what you should be doing”

Pascal Moore 12 years old Mainz, Germany Middle Schooler

Pascal is a middle school student in Meinz, Germany. His father is a postman and his mother is a secretary at a local travel agency. His favorite activities to do after school include watching animated cartoons and playing games with his friends from school. He loves his dog, Rex, and watching football with his father. Pascal has a collection of toy cars that he has collected since he was a small boy. His favorite foods are pasta and pizza, which he fell in love with whilst on a trip to Italy with his parents. His parents have always bought him Aquafresh, and he enjoys the toothpaste because of its fun colors and minty taste.

“My mum says I am her superhero!”

Sustainable Performance as Defined by Corporate Materials According to GlaxoSmithKline’s 2015 Responsible Business Supplement Report, GSK focuses its Responsible Business Commitments in four areas: ‘Health for All’, ‘Our Behavior’, ‘Our People’, and ‘Our Planet.’ In a few areas, GSK also supports the United Nations’ Global Goals for Sustainable Development.

GSK’s Responsible Business Commitments Social Performance

Our Behavior The company has thousands of researchers and volunteers enabling further research. In 2015, they were ranked as the third most transparent company in Transparency International’s Corporate Political Engagement Index. Their Global Ethics and Compliance Team has a major role in embedding values-based and ethical culture that is comfortable for people. Employees are trained to put their values into practice by putting their focus on patients and respect for people. GSK is working with third party organizations to strengthen management of environmental and social risks.

Health for All GSK is continuously developing vaccines to fight diseases such as Malaria, Ebola, Zika or Polio. The company has helped to reduce child mortality since 2013 thanks to their partnership with Save the Children. GSK works on innovating HIV medication and continues its research into health issues such as tuberculosis and resistance against antibiotics. They are also developing vaccines that don’t require refrigeration, which is not possible in many developing countries. Among their efforts, they observe flexible pricing for people in need in poverty-stricken countries and have programs in place to strengthen health care infrastructure by providing training healthcare workers. Our People GSK stands for healthy workplaces by providing preventive healthcare for their employees. They signed the United Kingdom’s Government’s Disability Confident to remove barriers for their disabled employees. Their PULSE volunteering program provides volunteers for non-profit partners.

Understand Brand Research

Aquafresh

Environmental Performance Our Planet

Carbon • In 2015, GSK reduced its value chain footprint of products shipped by an average of roughly 25% versus 2010. •

•

Invested in renewable energy sources,z which now makes up 4% of GSK’s total energy use.

•

Has a wind turbine at their facility in Cork, Ireland that generates 28% of the site’s electricity, saving 4,100 tons of CO2 in 2015.

•

Understand Brand Research

Scope 1 & 2 Carbon Emissions: Operational Use (gas, fuel, electricity, steam). Reduced by 21% by 2010, saving over 1 million tons of CO2 cumulatively over 5 years.

Encourages suppliers to invest in specialized trailers that can support storage at 2 different temperatures so products requiring different levels of refrigeration can be transported together. These encouragements allowed GSK to move more than 1,500 vehicles off the road and cut carbon emissions by 1,000 tons of CO2 per year since 2015.

Waste • Between 2010-2015, GSK reduced its operational waste (hazardous and non-hazardous) by 25%. •

In 2015, GSK produced 15% less waste than the previous year, but still sent 6,900 tons of waste to landfills.

•

60% of GSK’s manufacturing and R&D sites have achieved zero waste to landfill.

•

Their facility in SainteFoy, Canada, is sending all its egg waste from vaccine production – 1,500 tonnes in 2015 – to be sold as compost.

•

Have programs in place for inhaler recycling, but nothing to do with oral care products.

•

Encourages sites to view waste as a resource.

Biodiversity • Biological materials, including genetic resources, are commonly used in the development of new medicines and vaccines.

Water • GSK reduced their water usage across their value chain by 25% of their 2010 baseline, hitting their 2015 water target a year early.

•

GSK is not directly involved in any bioprospecting, although they do source materials derived from natural products.

•

An estimated 86% of water used across the GSK value chain comes from raw materials, mainly from agricultural use.

•

GSK upholds the Nagoya Protocol, taking care that these biological resources are obtained legitimately and used in the way they are intended.

•

GSK laboratories, manufacturing sites, and offices used around 1% of total water use in 2015.

•

Consumer use accounts for about 13% of GSK’s water footprint, mainly for oral care products.

Deforestation • GSK is taking steps to ensure that raw materials such as wood-based packaging materials and palm oil are sourced responsibly. •

GSK is working with Rainforest Alliance to map risk in its packaging supply chain.

•

In 2015, 71% of GSK paper packaging materials used in their operations were sourced responsibly, an increase of 6% from 2012.

•

In 2015, GSK purchased GreenPalm certificates covering 100% of the 260 tons of palm oil they use to make Horlicks in the United Kingdom.

EcoDesk Platform • Engaged with more than 500 suppliers through their EcoDesk platform to gather best practices and ideas about energy efficiency, waste reduction, and water saving.

Understand Brand Research

Aquafresh

Environmental Performance

Understand Brand Research

Social Responsibility Children Partnership with Save the Children • In the Democratic Republic of Congo, the partnership has created a model of essential services for neonatal, maternal and child health that can be replicated in other developing countries. •

2015 estimate: GSK reached over 1.3 million children; fully immunizing 23,500, treating 125,000 for diarrhea, malaria or pneumonia, and screening more than one million for malnutrition.

Partnership with Gavi • Provide reduced-price vaccines to help protect more than 300 million children from diseases such as rotavirus and pneumococcal disease. Support of the WHO’s Goals • Committed to donate up to 400 million tablets of albendazole each year until 2020 in support of the WHO’s goal to de-worm 75% of children in countries where intestinal worms are endemic.

Refugees • £1.1m Donated to support efforts to address the global refugee crisis. Training Healthcare Workers CARE International and the Government • Through GSK’s support, over 6,000 health workers in Nepal have been trained by CARE International, reaching more than one million beneficiaries. •

In the LDCs where GSK operates, they have reinvested 20% of their profits from the sales of their pharmaceutical and consumer healthcare products to train and educate community front line health workers in those countries.

United Nations “One Million Community Health Workers” Campaign • GSK supports the UN “One Million Community Health Workers” Campaign that advocates for recruitment and formal recognition by Ministries of Health of one million community health workers. •

Funding a pilot program to train 1,800 health workers in Ghana.

Understand Brand Research

Aquafresh

Sustainability Goals Carbon Emissions Reduction • GSK has committed to reducing their overall carbon footprint by 25% of their 2010 baseline by 2020 and achieve a carbon neutral value chain by 2050. •

GSK value chain has increased by 2% due to the increase sales of their propellant-based inhalers. GSK’s direct carbon emissions have reduced by 21% in 2015.

Water Reduction • GSK aims to reduce water impact across their value chain by 20% of their 2010 baseline by 2020. Currently they have reduced 25% of water usage between 2010-2015.

Understand Brand Research

•

GSK has partnered with The Energy and Resource Institute to develop water saving initiatives in rural Indian communities.

•

To realize their 2020 commitment, GSK is working with experts and NGOs to understand how to best cut their water impact across the value chain.

Zero Waste • GSK aims to reduce their operational waste by 50% of their 2010 baseline by 2020. •

The company aims to achieve zero waste to landfill by 2020. Currently, 60% of GSK manufacturing and R&D sites have achieved zero waste to landfill.

•

GSK also claims to be looking at manufacturing was as a usable fuel and or resource. However, they don’t give details on how they are currently using the waste for.

Deforestation • GSK is taking steps to ensure that raw materials such as wood-based packaging materials and palm oil are sourced responsibly. •

GSK goal is to have 90% of their paper packaging goods sourced according to the Forest Stewardship Council Standard.

Consumer-Facing Strategies “Captain Aquafresh” Campaign • In 2015, Aquafresh launched their “Captain Aquafresh” Campaign. Captain Aquafresh is a superhero who protects people from sugars in everyday food. Through this confident and fun character, Aquafresh raised awareness around sugar acid protection. • Elements of the Campaign: television announcements and cut ins, a radio prize game, innovative in-store exposures, promotions before and in-stores, branding of pedestrian crossings, Facebook applications, web banners, ad takeovers, communication in social networks.

“Turn off the Tap” Campaign • 2015 “Turn off the Tap” campaign in the UK, encouraging people not to leave water running while brushing their teeth. Pricing Least Developed Countries (LDCs) • Since 2010, GSK has capped the prices of their patented medicines and vaccines in Least Developed Countries (LDCs) at 25% of developed world prices, as long as GSK’s manufacturing costs are covered. • GSK has a tiered pricing approach for their products, where countries pay a price based on their Gross National Income (GNI) per capita.

Understand Brand Research

Aquafresh

Higher Risks and Weaknesses Risks • Reducing value chain carbon emissions while demand for products with a high carbon footprint, such as Ventolin, is increasing. • Transforming company culture and commercial business model. • Slowing emerging market economies. • Changes in US market dynamics impacting speed of uptake of new product launches. • Continued pricing pressure in the United States and Europe. • Integration of Novartis‘ vaccines pipeline. • The toothpaste industry is witnessing strong competition and brand commoditization. Weaknesses • Recent recall of products • Limited accreditations • Limited R&D in toothpaste/heathcare products • Lawsuits due to false advertisement

Understand Brand Research

33 Ingredient

Ingredients of Concern *All of these ingredients can be found in Aquafresh’s current toothpaste lines.

What it’s Claimed to do

Human Health Side Effects

Environmental Side Effects

Strengthens enamel, prevents cavities and fights plaque

Considered corrosive. some side effects can include: dental fluorosis allergy to medication, osteomalacia and hyper-parathyroid osteopathy, impaired renal function, impaired liver function, and blood dyscrasia, in children it may cause salivation, nausea, vomiting, gastric pain, and diarrhea

Affects wildlife, especially fish, who can be trapped in waterways with high levels of fluoride and nowhere to go. Fluoride pollution can also damage crops and plants, and certain fluorides can contribute to the formation of acid rain

Abrasion agent, anti-caking agent, opacifying agent, made from a crystallized compound found in quartz, sand, and flint

Damages tooth enamel, prevents re-mineralization, Bioaccumulative in nature tooth enamel naturally re-mineralizes daily from the supply of ionic calcium and phosphorus in the saliva

Sodium Fluoride

Hydrated Silica

Sorbitol

Glycerin

PEG-8 Sodium Lauryl Sulfate Xanthan Gum Titanium Dioxide

Flavoring agent, thickener, moisturizer (humectant), A sugar alcohol with a sweet taste which the huhelps add transparency in toothpaste man body metabolizes slowly, can have a laxative effect, not recommended for consumption by children or those with sensitive digestion systems, however doesn’t lead to tooth decay

None

Moisturizer (humectant), gives toothpaste its “pasty” feel, preservative, sweetener

Can either be plant or animal derived or synthetically manufactured, naturally occurs in lipids (fats), extracted naturally by using lye, creates a barrier coating on your teeth that can prevent the teeth from remineralizing

None

Helps give a toothpaste squeezeability, stands for polyethylene glycol (8 is the molecular weight), humectant, solvent

Polymers can be contaminated with potentially toxic manufacturing impurities such as 1,4-dioxane

Does not degrade easily in nature and can remain in the environment long after it is rinsed down the sink

Breaks surface tension and separates molecules in order to allow better interaction between the product and your teeth (AKA a foaming agent, surfactant)

Even as low as 1% concentration, can cause irritation and corrosion of the gums upon contact. Concerns that it could be a carcinogen

Toxic to fish and other aquatic animals and has the potential for bioaccumulation, commonly used to kill plants and insects

Thickening and stabilizing agent, “all natural” emulsifier

Minor digestion system irritant

None

Creates white pigment in toothpaste color, abrasion agent

Harmful in the form of nanoparticles, potential carcinogen

These compounds are toxic to aquatic creatures as well as the water itself

Sweetener, flavoring agent

A petroleum-based sugar substitute, Saccharin was Soluble in water, saccharin is stable in a pH range of 2 linked to cancer in clinical studies in the 1970s, so- to 7 and at temperatures up to 150° C (302° F) dium saccharin is least expensive form of saccharin to produce

Sodium Saccharin Iron Oxide Red 30 Lake Polyethylene Blue 1 Lake Carrageenan Pentasodium Triphosphate

Colorant

Bioaccumlative in nature

Colorant

Synthetic dye produced from petroleum or coal tar sources

Does not biodegrade

Abrasion agent

Microbeads that can get trapped in gums and cause cavities

Pollutes water systems and oceans, absorb toxins in the water, are eaten by marine life, and can make their way up the food chain all the way to our dinner plates

Colorant

Synthetic dye produced from petroleum, a potential link to behavior disorders (such as ADD) in children

Does not biodegrade

Thickening agent

Extract of red seaweed, linked to intestinal inflammation, diabetes, and cancer

Eutrophication

Anti-tartar agent, stain dissolving agent, whitener, prevents food from resting on teeth

Side effects are diarrhea, fainting, headaches, and cramps

Eutrophication

Understand Brand Research

After getting to know Aquafresh as a brand, the next step in our process was to analyze their current sustainability performance. We utilized a number of different tools to guide our research including an A.U.D.I.O. Analysis, sSWOT, the Blue Ocean Four Actions Framework, Blue Ocean Strategy Canvas, and Stakeholder Engagement Map. These tools allowed us to see the larger problems Aquafresh faces and how we might address them.

Brand Analysis

A.U.D.I.O. Analysis To gain insight into Aquafresh’s environmental impacts, we conducted an Aspects/Upstream/Downstream/Issues/Opportunities (AUDIO) analysis. Looking at 10 different environmental challenges, we determined where Aquafresh’s impacts are, the issues that these impacts present, and the opportunities they provide for sustainable change.

Highlights: • Throughout GlaxoSmithKline’s reports, information specifically about Aquafresh specifically was difficult to find. Because GSK is Aquafresh’s parent company, much of the information we gathered, we assumed applied to Aquafresh as a brand. • Aquafresh has a ton of room for improvement across all categories. • In particular, their oral care products are made from primarily synthetic chemicals, which pollute water systems and affect human health.

Understand Brand Analysis

Environmental Challenge Issues

Opportunities

Chemicals/ Toxins

Consumer chemical contact and health side effects

Create a natural product line

Waste Management

Product packaging disposed of in landfill, most product packaging cannot be recycled

Create recyclable and refillable packaging

Water

Rising concerns about water scarcity and quality in nearby communities, chemicals in toothpaste may impact human, plant, and animal health

Decrease water use and contamination

37 Challenge

Aspects

Upstream

Downstream

Issues

Use of natural resources for products, emissions from production and transportation, and emissions from waste byproducts

Extraction of raw materials, emissions from transport of materials to factory and transport of product to retailer, laboratory, office, and factory operation, HFA (inhaler) emissions, Business Travels. Scope 1 & 2 Carbon Use: Operational Emissions, Scope 3 Carbon Use: Suppliers Emissions

Emissions from consumer traveling to and from retailer, product and packaging disposal in landfills, chemicals in water system, Scope 3 Carbon Use: Consumer Emissions

Global energy consumption for facilities and processes

The energy used in sourcing raw materials, manufacturing processes, transportation, powering labs, offices, and factories, 96% of GSK energy use is from nonrenewable sources (GSK Annual Report)

Retailer energy use, consumer energy use Environmental impact of energy consumption is considered highly important to stakeholders and for business success, increasing demand for healthcare products will be a challenge for reducing energy consumption, reliance on grid

Expanding renewable energy to every site will not only cut costs, but will be also be a draw for stakeholders concerned with climate change issues, campaigns to aim behavior change in customers’ use of energy could help in downstream energy use, develop water-saving methods for toothpaste manufacturing, motion-censored lighting in all facilities

Water use and contamination

Suppliers contribute to 86% of water use (GSK Annual Report), primarily agricultural, water use in operations (manufacturing plants, offices, and labs), contamination from transportation and factory incidents, manufacturing runoff

“Water use by customers while brushing contributes to 13% of water use (GSK Annual Report), water systems contaminated from toothpaste ingredients flushed down drain”

Water-saving technologies in all facilities, recycling water, partnerships with NGOs on how to reduce water use, expand “Turn Off the Tap” campaign, create a toothpaste that requires little to no water to create or use, educate consumers about water scarcity and quality around the world

Use of natural resources, soil fertility, and land use for facilities and operations

Use of biological materials, animal testing, land use for facilities, supplier impact on natural environment via monoculture farming, runoff from manufacturing processes and facilities, transportation and factory incidents

Packaging disposed of in nature, contam- Biological materials, including genetic resources, are inated water seeping into water supplies commonly used in the development of new medicines and vaccines, impact on ecosystems biodiversity by using materials for products, destruction of natural habitat

Uphold the Nagoya Protocol, taking care that these biological resources are obtained ethically and used in the way they are intended, regionalized manufacturing facilities that utilize local crops, which could also reduce the cost of importing ingredients

Use of chemicals in product production and packaging

Worker chemical contact, chemical management and wastes in production processes, factory and transportation accidents

Consumer chemical contact and health side effects

Discontinue use of harmful and polluting chemicals that affect human health and the environment, create a natural toothpaste that can compete with synthetic ingredient toothpastes

Air Pollution

Emissions from production facilities, management facilities, and transportation

Emissions from nonrenewable energy plants that power facilities, propellant emissions during manufacturing inhalers, business travels, logistics transportation emissions from supplier to manufacturing plants and from manufacturing plants to to retailer

Emissions from consumer traveling to and Concerns about health and quality of life in nearby from retailer, emissions from nonrenewcommunities, possible legal constraints on emissions in able energy sources in retailer locations future (carbon tax)

Waste Management

Company waste and user Operational waste (suppliers, offices, Product packaging disposed of in landfill, ~40% of sites are not zero waste sites, land availability disposal of byproducts manufacturers), in 2015 GSK sent 6,900 most product packaging cannot be for landfill use, rising costs of waste disposal, harming tons of waste to landfills (GSK Annual recycled natural environments Report)

Achieve all facilities zero waste to landfill, packaging take back programs, recyclable packaging, reusable packaging, use eco-friendly materials, avoid plastic, view waste as a resource, implement a cradle to cradle strategy, use recycled content

Ozone Layer

CFCs released through cooling of suppliers, production facilities, distribution centers, and management offices

Refrigeration in transportation trucks, coolants used in air conditioning in all operations facilities and refrigeration appliances, fluorine used to create fluoride contains CFCs

Potential use of cooling during customer storage

Accelerating global warming, polluting the air, legal constraints on CFC emissions

Passive cooling systems, create products that do not have to be refrigerated, utilize cooling systems that do not emit CFCs

Pollution of oceans due to transportation, runoff, and accidents

Emissions from cargo ship transport of products to global markets, chemical runoff from factories and factory and transportation accidents

Chemicals in toothpaste wash down sink and may not be removed during water treatment process, ultimately making their way to oceans, product packaging does not biodegrade in oceans

Costly to transport product globally, potential to harm food supply, affects marine life, contributes to climate change

Biodegradable packaging, packaging innovations, localized/ regionalized production and distribution facilities, elimination of chemicals in manufacturing facilities

Desertification of lands for resource extraction and facilities

Sourcing of raw materials for woodbased packaging, company paper use, land use for facilities

Paper packaging cannot be reused, potential consumer boycotts due to unethical paper and raw material sourcing

Deforestation is a major contributor to climate change. ~40% of paper packaging is not FSC certified, paper packaging is unnecessary

Eliminate paper packaging, digitize company paperwork, expand GreenPalm product certifications, source responsibly, commit to replenishing forests, achieve FSC certification for all paper packaging, continue partnership with Rainforest Alliance to map risk in packaging in supply chain

Climate Change

Energy

Water

Biodiversity

Chemicals/ Toxins

Oceans

Deforestation

Accelerating climate change, polluting air and ecosystems, large carbon footprint, possible carbon tax in future

Opportunities

Rising concerns about water scarcity and quality in nearby communities, chemicals in toothpaste may impact human, plant, and animal health

Liability and legal issues due to chemical side effects in humans and on the environment, use of preservatives, whiteners, strengtheners, emulsifiers, abrasives, antibacterials, and fillers, costly to manufacture

Renewable energy sources, engage with logistics to transition to alternative fuel sources, engage with suppliers to cut the emissions linked to sourcing raw materials, look across entire value chain for chances to cut emissions

Continue to reduce number of vehicles on the road for transportation, transition to renewable energy and fuel sources that do not produce harmful emissions throughout the value chain, remove extraneous steps throughout value chain, carbon harvesting techniques

Understand Brand Analysis

sSWOT

sSWOT is a sustainable analysis tool that is an extension of the traditional SWOT analysis tool, through a sustainability lens. It examines a companyâ&#x20AC;&#x2122;s Strength, Weakness, Opportunities and Threats. What makes sSWOT so useful for analysis is that it helps uncover missed business opportunities that are directly related to sustainability. By using sustainable issues as the bottom foundation for analysis, it examines external and internal strengths and weaknesses to develop beneficial and viable sustainable solutions. Highlights: Strengths Big-name brand recognition and large research and development department.

Weaknesses Reliance on cheap, synthetic ingredients, packaging waste.

Opportunities Launch a pilot project promoting a natural product line and to form partnerships with sustainable organizations.

Understand Brand Analysis

Blue Ocean Strategy Canvas

The Blue Ocean Strategy Canvas tool is a simple and effective way to compare different types of brands within the industry, revealing the market space which is available for capture. We assessed the toothpaste market according to 11 different factors: price, ingredients quality, deforestation, energy sources, waste management, water use, carbon use, ethics, animal welfare, certifications, and third party collaborations. We compared the current state of Aquafresh to an integrated company, Colgate, and a purpose-driven company, Weleda. The strategy canvas revealed an open market space for focusing on deforestation, energy sourcing, waste management, water use, and carbon use. This presents an exciting opportunity for Aquafresh, particularly in the water use category.

Aquafresh (Current) Colgate Weleda Aquafresh (Desired)

Blue Ocean

High

Understand Brand Analysis

Collaborations

Certifications

Animal Welfare

Ethics

Carbon Use

Water Use

Waste Management

Energy Sources

Deforestation

Ingredients Quality

Price

Low

Four Actions Framework Blue Ocean’s Four Actions Framework is used to reconstruct buyer value elements in creating a new strategic profile. The framework poses four key questions: eliminate, reduce, raise, and create (ERRC), to challenge an industry’s strategic logic. This tool helped us further identify, through the information in our AUDIO analysis, what creative solutions and strategies we could use to help Aquafresh become more sustainable.

Raise

Eliminate

SUSTAINABLE

Reduce

Create

ELIMINATE • Animal testing • Harmful synthetic ingredients for health and environment • Extraneous steps in supplier, production, distribution and process • Landfill waste

REDUCE • Packaging landfill waste • Operational waste • Operational and transportation carbon emissions • Operational water use • Operational energy use

RAISE • Expand third party certifications • Environmental missions with PULSE volunteering program • Utilize Research & Development departments for natural ingredient development • Renewable energy (wind for Northern countries and solar for Southern countries) • Expand the “Turn off the Tap” campaign

CREATE • Natural toothpaste line • Recyclable, FSC certified packaging • Collaborations NGOs, Fair trade, etc. • Sustainable/ethical raw material suppliers • FSC certified toothbrush

Understand Brand Analysis

Stakeholder Engagement Map A Stakeholder Engagement Map is the technique used to identify the all individuals, organizations, corporations, and governments that might be directly or indirectly influenced by the company that is being focused on. What makes this tool so powerful is that it reveals whom the subject of examination is paying too much attention to, whom they are neglecting, and who they are interacting ideally with. By examining the spectrum of attention being spent on stakeholders, the Stakeholders Map can identify unexplored market areas that could be explored for new collaborative partnerships for innovation and undervalued stakeholders that might have similar challenges that might want to collaborate for solutions.

Understand Brand Analysis

Third Party Certifications In addition to brand analysis, we looked at third party certifications that Aquafresh could potentially apply for in the future. Third party certification for a company can encourage improvement for social and sustainability choices. It can also open new opportunities and new target customers who look for more transparency and quality. The only certification that GlaxoSmithKline currently has is GreenPalm for a sustainable palm oil sourcing. Aquafresh in particular does not have any third party certifications. The potential for future certifications in Aquafresh is huge, as well as the potential for future partnerships, particularly with NGOs.

Current Certifications GreenPalm GreenPalm is one of four supply chain options available to sell Roundtable on Sustainable Palm Oil (RSPO) certified palm oil, palm kernel oil and palm kernel expeller. Manufacturers offset their physical usage via the purchase of certificates.

Potential Certifications

Business Social Responsibility BSR is a global nonprofit organization that works with its network of more than 250 member companies and other partners to build a just and sustainable world. From its offices in Asia, Europe, and North America, BSR develops sustainable business strategies and solutions through consulting, research, and cross-sector collaboration. BSR offers a wide variety of internal and external action tools.

Leaping Bunny Eight national animal protection groups banded together to form the Coalition for Consumer Information on Cosmetics (CCIC). The CCIC promotes a single comprehensive standard and an internationally recognized Leaping Bunny Logo. Leaping Bunny works with companies to help make shopping for animal-friendly products easier and more trustworthy.

Best Buy Label Consumer product labels now appear on an increasing number of ethical products and services. The Ethical Consumer Best Buy Label helps shoppers choose genuinely ethical products and services.

ADA A not-for-profit American Dental Association is the nationâ&#x20AC;&#x2122;s largest dental association, representing more than 161,000 dentist members. The ADA has grown to become the leading source of oral health related information for dentists and their patients. The ADA is committed to its members and to the improvement of oral health for the public. The vision of the ADA is to be the recognized leader on oral health with its mission to help all members succeed.

Green People One of the very first companies to have cosmetic produacts certified organic by the Soil Association just after their Cosmetic Standard was launched in 2002. In 2009, Green People achieved certification with EcoCert, making them the only cosmetics company to be independently certified by three different certification bodies.

PETA People for the Ethical Treatment of Animals (PETA) is the largest animal rights organization in the world. ETA focuses its attention on the four areas in which the largest numbers of animals suffer the most: in the food industry, in the clothing trade, in laboratories, and in the entertainment industry.

Understand Brand Analysis

After gaining valuable insight into specific areas of opportunity where Aquafresh can grow as a sustainable brand, we started to ideate design solutions that would effectively utilize the strengths of GSK and Aquafresh to act on their weaknesses and aide in achieving their sustainability goals. It was important for us to ideate before we conducted our field research because we needed our field research to inform the ideas we had come up with before finalizing our solution.

Concept Development

Ideation 1 Setting Goals

Entering the concept development phase, we had a solid idea of the goals we wanted to achieve. We knew we wanted to help Aquafresh address their weaknesses in the areas of ingredients toxicity, waste management, and water contamination. We knew we wanted to create something that connected Aquafresh to nature and the community. With these goals in mind, we generated ideas that ranged from social campaigns in undeveloped countries, to “out there” concepts such as toothpaste that doesn’t require water. We evaluated our ideas on a timeline to determine which solutions would be the most viable and realistic for Aquafresh. Ultimately, we came out of our first ideation phase knowing that part of the solution we would create would be a natural product line for Aquafresh.

Understand Concept Development

0-5 Years • Develop current product line to include toothbrushes, mouthwash, inter-dental brushes, and floss, all using natural ingredients and materials Social Outreach and Partnerships— Developed Countries: • Education programs/campaigns about the proper amount of toothpaste to use • Toothbrush with built-in dispenser for toothpaste that dispenses the proper amount of toothpaste • Partnership with Brita to provide clean drinking water to communities at risk Developing Countries: • Education programs/campaigns about the how to properly brush teeth • Toothbrush with built-in dispenser for toothpaste that dispenses the proper amount of toothpaste • Partnership with Brita to provide clean drinking water to communities at risk • Free dental screenings for children and adults

0-5 Years Goals: Establish relations with developing countries, NGOs, and partnerships, expand product line

5-10 Years • Develop toothpaste that doesn’t require water • Develop solid toothpaste tablets • Launch natural product line campaign: “Back to Your Roots,” aimed at traditionals and hipsters

10-15 Years • Develop baby bottle oral cleansing solution • Kid-targeted products/campaign, creation of a chew-able brushing tablet • Create a personalized toothpaste AKA “Design Your Own Toothpaste” line where customers select their ingredients, have the formula mixed, and sent back to the customer • Carbon footprint interactive module on website • Reusable packaging • Toothpaste subscription program • Create “The Toothpaste” for sale in dentist and doctor’s offices, highest quality natural toothpaste on the market • Utilize Siwak root material in future product lines

5-10 Years Goals: Natural product line development

10-15 Years Goals: Specialized product launches

Understand Concept Development

Ideation 2 Smart Products

We quickly realized that we may have been over-reaching in our expectations of how much sustainable change Aquafresh would want to/be able to handle at once. To address the possible reluctance of change, we revisited how we might effectively help Aquafresh move towards a more sustainable future one step at a time. We narrowed our focus on GSK and Aquafreshâ&#x20AC;&#x2122;s sustainability goals, particularly the water stewardship sector. We ideated solutions that could affect the quantity of water used during consumer product use, and the quality of water after consumer product use and within Aquafreshâ&#x20AC;&#x2122;s manufacturing processes. Initially we came up with the idea of a smart medicine cabinet that could tell you how much water you used while brushing your teeth, among other functions. However, this did not address the issue of chemicals from the toothpaste being washed down the sink. Next, with water stewardship in mind, we devised a plan that was threepronged: 1. Rebranding of the Aquafresh line that would incorporate a more natural theme 2. Create a new line of all-natural toothpaste, solid toothpaste, and mouthwash as a pilot project to test market response 3. Parter with companies like Brita and IKEA to launch a line of smart water filtration bathroom sinks that would filter greywater that was used by the consumer to be used for other functions, such as watering a garden.

Understand Concept Development

*Ideation 2 Mood Board

Understand Concept Development

Ideation 3

Toothpaste Vending Machine Our first concept for launching the new product line was a type of vending machine that produced customizable natural toothpaste from Aquafresh. Based on the idea of a vending machine meets an ice cream dispenser, different elements such as thickening agent, flavor, moisturizer etc. will be separated within the device to allow the customer to pick and choose the specific ingredients and properties they want in their toothpaste. With a transparent glass face, the consumer can watch as the toothpaste is being dispensed allowing for greater interest in the service as well as providing an increased transparency of Aquafresh towards the public. The Aquafresh toothpaste vending machine would be in partnership with organic stores such as Whole Foods Market to access the health-conscious and environmentally-conscious users.

Understand Concept Development

Believing we could come up with a better solution for Aquafresh, we decided to further affinitize our collected data and concepts to date to help up uncover new patterns and trends that we might have missed. From this affinitizing session we were able to merge our former ideas into one that met all of our goals and desires.

Understand Concept Development

Ideation 3

Traveling Tooth Truck Further developing the ideas of how we might be able to promote Aquafresh’s new product line, we developed the idea of a pilot project mobile pop-up shop inspired by the popularity of food trucks. The “traveling tooth truck” contained five different features: 1. Promote the new, natural product line from Aquafresh 2. Provide information around ingredients awareness to educate consumers about the quality of the product compared to traditional toothpastes 3. Educate users about the water used while brushing their teeth and offer ideas for how to reduce their water consumption 4. Provide free dental screenings inside the truck as a public service and to increase awareness about the importance of dental hygiene 5. Feature a rooftop garden that would generate produce to donate in cities we travel to The benefit of a “traveling tooth truck” is that because it is mobile, it has a larger capability for interacting with one-on-one with our target customers with a low overhead cost. The truck would be the forefront of the actual product launch within major stores. We felt this idea met all of the goals we had set for ourselves and provided the best opportunity for connecting with the new consumer base.

Understand Concept Development

Service Flip Both the vending machine and the traveling tooth truck had merit in their ability to help make Aquafresh be more sustainable, however it was hard to justify how we were going to do both concepts. In order to determine which idea we were going to explore further we used the circular design guide to examined each idea using the circular flow chart and the Service Flip method to see how it might effect each issue that we were trying to address. In the end, we decided to abandon the vending machine idea because it did not meet one of the major goals we wanted to accomplish: a social mission. Having a social mission, community-outreach component to our final solution was important to us. We also abandoned this idea because we believed the traveling tooth truck was a better solution that would both directly help Aquafresh and its users to become more sustainable.

Understand Concept Development

Ideation 3 Grading Criteria

During our innovation ideation process, we decided to run our best ideas through a number of different grading criteria to ensure we selected the strongest idea to develop for Aquafresh. Below is an illustration of our strongest idea, the â&#x20AC;&#x153;traveling tooth truck,â&#x20AC;? run through the grading criteria that we set ourselves.

Cultural Relevance

Very Low

Low

Neutral

High

Very High

Very Low

Low

Neutral

High

Very High

Induce Sustainable Behavior Change Improve Water Quality Decrease Waste Decrease Reliance on Synthetic Ingredients Decrease Environmental Footprint of the Brand Potential for Social Engagement

Rebranding Opportunity Emotional Connection Sensorial Experience Build Brand Personality & Character Support New Purpose Targeting a Progressive Market Make Aquafresh Relevant Again Understand Concept Development

In addition to our own grading criteria, we also ran our “traveling tooth truck” idea through the Diffusion of Innovations by Everett M. Rogers “Perceived Attributes of Innovations” grading criteria, which illuminates the characteristics of innovations, as perceived by individuals, that help to explain their different rates of adoption.

Perceived Attributes of Innovations

Very Low

Low

Neutral

High

Very High

Relative Advantage

Degree to which an innovation is perceived as better than the idea it supersedes (economic, prestige, convenience, satisfaction, etc.).

Compatibility

Degree to which an innovation is perceived as being consistent with the existing values, past experiences, and needs of potential adopters.

Complexity

Degree to which an innovation is perceived as difficult to understand and use.

Trialability

Degree to which an innovation may be experimented with on a limited basis.

Observability

Degree to which the results of an innovation are visible to others.

Understand Concept Development

Define

Field Research Field Research Analysis

Once we fully got to know Aquafresh as a company, the next step in our process was to get to know their consumers. To conduct primary research, we utilized two different methods of collecting data: a survey and a cultural probe. Both provided us with valuable insights about how to best move Aquafresh towards a more sustainable future while still suiting their consumersâ&#x20AC;&#x2122; needs and desires.

Field Research

Survey Goals

The online survey served as a way for us to capture general, initial information about dental hygiene habits to help us narrow our focus for our cultural probe. We wanted to find out— • If there is a correlation between diet and dental care habits • How much people value their oral health • Patterns in dental care habits • Which toothpaste brands people use

Define Field Research

Results In total, we received 129 responses on the online survey. The data collected from the survey provided useful insights about how people manage their oral health. Our most interesting insights from the survey:

1. A majority of respondents stated they do not think about the ingredients in their toothpaste.

2. A number of respondents stated they buy their toothpaste brand based off of recommendations from parents and friends instead of seeking out their own preferred brand.

Define Field Research

Survey

Results

Define Field Research

The Anomaly

“Flouride is the most reactive of all the elements in the halogen group and I don't feel safe putting chemicals that decrease my pH into my system. Acidic environments within the body create many of our illnesses, cancer being the most severe.”

Why do you buy your brand of toothpaste? “Because it’s what my parents buy.” “I grew up with it, why change?”

“I have no idea.”

“It’s whitening but also gentle on your teeth and my best friend’s doctor recommended it to her so I use it too.”

Define Field Research

Cultural Probe Goals

Building off of the insights gathered from the online survey, we decided to focus our cultural probe event on ingredients awareness. We wanted to find out— • If people were aware of their toothpastes’ ingredients • If people cared to know what’s in their toothpaste • If, after learning what’s in common toothpaste, they were willing to change their purchasing habits With these goals in mind, we formed the following three hypotheses to test during our cultural probe:

1. Most people do not know what ingredients are in their toothpaste.

2. Most people do not care what ingredients are in their toothpaste.

3. If people knew what ingredients were in their toothpaste, they would be more inclined to use natural alternatives.

Define Field Research

Prototyping In order to change consumer behavior, there needs to first be consumer education. We wanted to design a cultural probe event that was informative and fun, while also using it as a tool to understand peopleâ&#x20AC;&#x2122;s mindsets as toothpaste consumers. What we came up with was an interactive game where users guess what ingredients are in their toothpaste (left), and then have the most common harmful ingredients and their side effects revealed to them (right). Before taking it in public, we prototyped it during class to gather feedback about how we could improve.

Game pieces have scientific ingredient names, emphasizing how foreign they are. Define Field Research

Cultural Probe Prototyping

Our in-class prototyping session included mapping out the location for the event, an initial run-through of our cultural probe, role playing to recreate scenarios we may face, and a feedback session from the class.

What we learned— • Hold our event at Forsyth Park rather than Kroger Grocery Store • Prompt participants to place a certain number of teeth per ingredient category • Have game board and reveal board adjacent to each other so user can compare answers with results • Create a flap for the reveal board to hide answers • Display logos of the toothpaste brands containing harmful ingredients

Define Field Research

Improvements After prototyping, we took what we learned and implemented it into finalizing our cultural probe event. We created homemade toothpaste packets as a â&#x20AC;&#x153;thank youâ&#x20AC;? for participating, each attached with a recipe card containing takeaway information.

Define Field Research

Cultural Probe Improvements

Additionally, we added a extra component to our cultural probe event. We wanted to find out if people would be interested in a free dental screening if they were offered one in a public setting (ie: a park). We created a “Free Dental Screenings!” sign to provoke participants into answering the following question: “If you were offered a free dental screening at the park, would you do it?”

Define Field Research

Design

Define Field Research

Cultural Probe Event

1. “Would you like to find out what’s in your toothpaste!?” 2. Introduction 3. Explanation of Game 4. Reveal ingredients found in common toothpaste brands 5. Compare with the answers they chose 6. Briefly explain the side effects of the harmful ingredients they chose 7. Brief follow-up survey 8. Dental Screenings question 9. Homemade toothpaste thank you gift

Define Field Research

“I’m gonna get you some solid Lush toothpaste!”

“Ehhh…. Let’s see what your dentist says on your next visit…”

Define Field Research

Cultural Probe Results

In total, we had 18 participants during our cultural probe event. The data collected from the event provided a snapshot of information about how people think about their toothpaste. People left the event feeling enlightened about toothpaste ingredients, with over half of participants claiming this event changed their mind about their toothpaste selection.

We found an interesting correlation between the age of the participant and the toothpaste brand they use. Younger participants were more likely to use natural toothpaste brands such as Lush and Toms, whereas older participants were more likely to use traditional toothpaste brands such as Crest and Arm & Hammer.

Define Field Research

Cultural Probe Results

Define Field Research

Now that we had data, insights, and observations gathered from our survey and cultural probe, we analyzed all of our information using an empathy map. We also compared the hypotheses we had formed for our cultural probe to our findings to create three theories that helped us solidify our final solution.

Field Research Analysis

Empathy Map

We utilized an empathy map to analyze the information we gathered from our survey and cultural probe. This tool was appropriate for this type of data because it organizes information based on the user’s behavior and experience while using a product or service. We sorted the information we collected into four categories— 1. Use/Do: What people seem to be using/products they’re loyal to/ actions 2. Think/Feel: People’s opinions and beliefs/what people identify with 3. See/Hear: What people learned from us/realizations during our cultural probe 4. Say: Not only what people said but what they claimed themselves to be doing

Define Field Research Analysis

Empathy Map Affinitization

After organizing all of our data into the four categories, we clustered the information according to the classic affinitization process. Organizing our insights allowed us to identify the connections and relationships between the clusters.

Define Field Research Analysis

Hypotheses

After reviewing all of our information, empathy map, and affinitization results, we looked back at our original hypotheses to see if we had proved them right or wrong. As it turns out we semi-proved them all, prompting us to turn our hypotheses into three theories which we then used to solidify our final solution.

1. Most people do not know what ingredients are in their toothpaste.

2. Most people do not care what ingredients are in their toothpaste.

3. If people knew what ingredients were in their toothpaste, they would be more inclined to use natural alternatives.

Define Field Research Analysis

Theories

1. Most people know there are harmful ingredients in their toothpaste, and even still they are hesitant to make the change to a healthier alternative.

2. Most people know that there are harmful ingredients in their toothpaste, but they do not know the specifics.

3. Most people are alarmed after learning about harmful ingredientsâ&#x20AC;&#x2122; side effects, and are willing to switch to healthier alternatives once they gain that knowledge.

Define Field Research Analysis

Make Final Solution

After brand research and analysis, ideation, and field research and analysis, we were in a position to hammer out the details of our final solution. We began by solidifying who our new target market would be to ensure we created the most effective solution. Then, we determined the partnerships we would form and Sustainable Development Goals we would meet with our final solution. Finally, the last step in our process was to fully develop our final solutionâ&#x20AC;&#x201D;A.fresh.

Final Solution

A.fresh

Target Market Prior to our pilot project, Aquafresh’s target market was made up of the “late majority” and “laggards”—those who are considered conventionals and unconcerned. This market is uninterested in sustainability and are the least likely to desire natural products. Our newly-defined target market is made up of the “early adopters” and “early majority”—those who are either already invested in using natural products or are interested in using natural products. By focusing on these groups of people, we shift Aquafresh’s target market to reflect the modern, fresh, healthy message we are conveying through the A.fresh Start campaign. If we can gain access to this new market, Aquafresh will surely experience not only a successful natural product line launch, but gain loyal customers well into the future.

Innovators 2.5% Make Final Solution

Early Adopters 13.5%

Early Majority 34%

Late Majority 34%

Laggards 16%

New Persona

Laura Taylor 25 years old Portland, OR Designer

Laura has a Bachelors degree in Interior Design. She loves art and often goes to exhibitions to inspire her professional projects. She listens to electronic music because it helps her concentrate and stay focused while she is working. Her boyfriend is also a designer and they both love to experience new art by taking pottery lessons together. She prefers ethical and local brands when it comes to cosmetics but doesn’t always want to spend a lot of money on them. In her spare time, she works in a community garden.

“Inspired by the World”

Make Final Solution

Rebranding Logo

The redesign of the logo retains the essence of the brandâ&#x20AC;&#x2122;s iconic design language while distancing itself from Aquafreshâ&#x20AC;&#x2122;s current products. The reason for this is that the current Aquafresh brand may experience difficulties accessing a new market and gaining trust as a natural product provider. By changing the font and simplifying the name, this new logo allows Aquafresh to launch a new product line that is separate from its current offering, while still maintaining their other products. The logo conveys a sense of freshness, naturalness, and youthfulness. It is inspired by the idea of A.fresh Start for Aquafresh.

Make Final Solution

Current Logo

Natural Toothpaste Line Aquafreshâ&#x20AC;&#x2122;s signature is its three colored toothpaste of blue, white, and red. We wanted to maintain this iconic branding within the new brand of A.Fresh. To do this we will replace the red color with green, conveying a shift to natural ingredients. Another option to maintain this iconic branding would be to have three flavors of toothpaste within the family of A.Fresh. Each flavor would have either blue, white, or green packaging that would mimic the colors within the A.fresh logo and the toothpaste itself would be white. Below is a comparison of ingredients found in common toothpaste brands vs. the ingredients in the new A.fresh toothpaste. Commonly found in Crest, Colgate, Aquafresh, Oral-B, etc.

Sodium Fluoride Pentasodium Triphosphate PEG-8 AKA Polyethylene Glycol Sodium Lauryl Sulfate SLS Sodium Saccharin Red 30 Lake AKA Synthetic Dye Blue 1 Lake AKA Synthetic Dye Carrageenan Polyethylene AKA Plastic Microbeads Hydrated Silica Sorbitol Glycerin Xanthan Gum Titanium Dioxide Iron Oxide

Sodium Bicarbonate (Baking Soda) Water Peppermint Essential Oil Charcoal Commiphora (Myrrha) Resin Extract Sodium Chloride (Salt) Alcohol Simmondsia Chinensis (Jojoba Seed Oil)

Found in A.fresh

Make Final Solution

Packaging Ideation

Launching a new product line requires packaging. We decided to redesign toothpaste packaging because we did not want our packaging for A.fresh to be like regular toothpaste tubes for a number of reasons. The main reason was because of GSK and Aquafreshâ&#x20AC;&#x2122;s Zero Waste goals set in their sustainability report. Traditional toothpaste tubes are usually made from PE which is typically recyclable. However, consumers donâ&#x20AC;&#x2DC;t usually clean the tube before recycling, so the oily packaging will not be recycling by recycling centers. With this in mind, we began designing our packaging with the intention of designing a package that would be simple to recycle and also have the ability to be incorporated into a closed loop product cycle.

Make Final Solution

Packaging Final Design

The A.fresh packaging is made out of Tetra Pak, a material that is food safe and recyclable. Because A.fresh doesnâ&#x20AC;&#x2DC;t contain any toxic ingredients we avoid contamination of the recycling process by external chemicals.

Make Final Solution

Recyclability In order to make the product fully recyclable we removed the traditional plastic spout and cap found on most traditional toothpaste packaging. In its place we have formed a small spout in the Tetra Pak packaging (2) that is sealed for freshness with a perforated tear off aluminum cap prior to using (1). To ensure the package is closed and its contents remains fresh after the package has been opened, there is a flap that will close off the spout and will be secured in a strap opening within the packaging (3/4). Tetrapak is easy to disassemble, so the user can open the toothpaste packaging when they are running low and scrape out the remaining contents. When the package is completely empty, the tube can be sent back to Aquafresh via the pre-printed stamp on the tube to be reincorporated into a closed loop cycle.

Make Final Solution

Packaging

Secondary Packaging

Make Final Solution

Materiality and Manufacturing More tube patterns can fit on one sheet of material, reducing the amount of material required for manufacturing and reduces the amount of waste produced in the manufacturing process. The entire package is made from a single material, Tetra Pak, which reduces costs for Aquafresh.

Secondary Packagingâ&#x20AC;&#x201D;Transportation The secondary packaging for the A.fresh product can hold more product per box, therefore reducing the space needed for shipping. When less space is needed for shipping, more boxes can fit per truck, reducing CO2 emissions because less trucks are needed to transport the product.

Make Final Solution

A.fresh Start Campaign

To launch A.fresh, we are proposing the A.fresh Start campaignâ&#x20AC;&#x201D;a truck that travels across the United States to promote the new brand and to connect Aquafresh with its new target market. The A.fresh Start campaign is a fresh start for Aquafresh and a fresh start for their customers. That is why the truck will offer free dental health screenings by a dental health professional, educational materials, and free samples of the new product for users to test out. Through the A.fresh Start campaign, we hope to reconnect the consumer to the product and to nature.

Make Final Solution

A.fresh Start Truck Components

The truck was designed around the concept of a food truck that would allow an attendant inside to be able to interact with users through a sale window. Additionally, the components of the truck include... • A retracting sink on the side of the truck will allow pedestrians to try the product on location using toothbrushes provided by one of our partners, WooBamboo. The sink interaction allows for instant feedback from the user. • A water tank underneath the sink that is visible from the outside so that participants can see the quantity of water they used while brushing their teeth. • The collected greywater will provide the water for the plants growing in and around the truck. The purpose of utilizing greywater is to showcase that A.fresh is so natural, it does not contaminate water supplies. • A water filtration system will also be placed inside for further purification. • Lastly ,the truck will have solar panels to help power the vehicle by offsetting the use of petroleum-based fuel.

Make Final Solution

101

10 3

5 6 4

1. 2. 3. 4. 5. 6.

Solar Panels Sale Window Solar Panel Batteries Retractable Exterior Sink Dentist Sink Dental Screening Area

7. Water Tank 8. Aqua2Use GWDD Greywater Filtration System 9. Rooftop garden 10.Water Irrigation Pipe 11.Vertical Garden Wall

Make Final Solution

A.fresh Start Truck Programming

The truck will house a mobile dental office, where a volunteer from the local dental industry will provide free dental screenings. Free dental screenings will help promote the importance of dental hygiene for the general public and for those who might not have access to dental healthcare. A partnership with the American Dental Association (ADA) will provide the truckâ&#x20AC;&#x2122;s dental volunteers in each city that we visit. The truck will also have educational programming provided our partnership with National Resource Defense Council (NRDC). While users are visiting the truck or waiting in line for the dental screening, they can play an informative game that illustrates the life cycle of water after youâ&#x20AC;&#x2122;ve spit your toothpaste into the sink. The purpose of this game is to educate the public about their environmental impact, and how they would do less harm to nature by using A.fresh.

Make Final Solution

103

Where Weâ&#x20AC;&#x2122;ll Go The A.fresh travelling tooth truck pilot project campaign will pass through 23 major U.S. cities in the span of 3 months. This will give the truck roughly 4 days in each city to administer free dental screenings and advertise the new, natural A.fresh toothpaste line. During these months, the truck will try to align its schedule with marathons, music festivals, or food truck festivals that are passing through these cities. We strategically chose these locations because they are the most likely to contain a large portion of our target market. Start: Atlanta, GA Jacksonville, FL New Orleans, LA Austin, TX San Antonio, TX Albuquerque, NM Phoenix, AZ Las Vegas, NV Los Angeles, CA San Francisco, CA Portland, OR Denver, CO

Oklahoma City, OK Kansas City, MO Chicago, IL Indianapolis, IN Detroit, MI Cleveland, OH Boston, MA New York, NY Philadelphia, PA Virginia Beach, VA Charlotte, NC End: Nashville, TN

Make Final Solution

Journey Map User Journey

To illustrate how different types of users interact with the A.fresh truck, we created a journey map which outlines the paths users will take. There are two types of users interacting with the truck. User 1 is someone who is interacting with the truck because of the free dental screenings. User 2 is someone who is interacting with the truck simply to learn about and try the new product. User 1 will interact with the Dentist, and with Hostess 1, who acts as the facilitator for the dental screenings and educational game. User 2 will interact with Hostess 2, who acts as the general facilitator of the truck by interacting with the general public.

Make Final Solution

105

PREPARING THE DENTAL TOOLS

CLEANING AFTER THE PREVIOUS PATIENT AND SEEING THE NEXT PATIENT

SEES THE TRUCK

FILLING OUT PATIENT PAPERWORK WHILE WAITING FOR FREE DENTAL SCREENING & PLAYING GAME

FREE DENTAL SCREENING

LEARNING ABOUT NEW PRODUCT LINE AND RECEIVING FREE SAMPLES

GIVING FEEDBACK ABOUT DENTAL SCREENING EXPERIENCE

SIGNING USER IN

TAKING USER THROUGH THE GAME

TELLING USER ABOUT THE NEW PRODUCT LINE & HANDING OUT EDUCATIONAL MATERIAL

DIRECTING USER TO THE NEXT STEP (DENTIST OR HOSTESS 2)

RECEIVING FEEDBACK OF THE DENTAL SCREENING EXPERIENCE

SEES THE TRUCK

LEARNING ABOUT NEW PRODUCT LINE

RECEIVING FREE SAMPLES

TESTING THE NEW LINE AT THE SINK AND LEARNING ABOUT WATER USE/QUALITY

GIVING FEEDBACK ABOUT NEW PRODUCT LINE

TELLING USER ABOUT GIVING FREE SAMPLES TO MANNING THE SINK AND THE NEW PRODUCT USER TEACHING USER ABOUT LINE & HANDING OUT WATER USE/QUALITY EDUCATIONAL MATERIAL

FEEDBACK ABOUT NEW PRODUCT LINE

DENTIST

USER 1 (PATIENT)

HOSTESS 1

USER 2 (VISITOR)

WELCOMING USER HOSTESS 2

Make Final Solution

Behavior Change Map Direct Users

The goal of the A.fresh truck is to encourage users to make the switch to natural products and to improve the communities it visits. This graph visualizes both the behavior change and the social mission programming in the A.fresh truck. The grey line indicates the behavior change cycle that users go through before/during/after interacting with the truck. The blue line indicates the social mission for those who do not have access to dental care, such as homeless people.

User 1 (Patient) User 2 (Visitor) User Directed to a Local Clinic That Offers Special Dental Services for People in Need

User 3 (Social Mission)

Trigger Point Notices Truck Curiosity

Buys A.fresh Again Satisfaction Tells Friends & Family About A.fresh Excitement

Approaches Truck Intrigued

After the Experience

Entry

Sees the Natural Element Pleasurable

Receives Free Samples & Educational Materials Motivation

Waits for Dental Screening Awareness

Receives Free Dental Screening

Grateful

Tests A.fresh Toothpaste Surprise

Plays Interactive Game Engaged Learns About A.fresh Delighted

Make Final Solution

107

Indirect Users This behavior change map illustrates those users of A.fresh who never interact with the truck, and instead find out about the product through their own research or exposure. Buys A.fresh Again

Trigger Point

Tells Friends & Family About A.fresh

Desires to Use Natural Products

Notices Attractive Packaging on Shelf

Learns More About Recycling

Purchases Toothpaste

After the Experience

Entry

Sends the Packaging Back

Experiences the Benefits of Natural Toothpaste

Realizes the Packaging Can be Sent Back

Make Final Solution

NGO Partnerships

Forming NGO partnerships that help Aquafresh build long-term alliances is an important factor of A.fresh Start moving into the future.

Founded in 1970, the National Resource Defense Council (NRDC) is a not-for-profit organization made up of more than 2 million members with the expertise of some 500 scientists, lawyers, and policy advocates across the globe. The NRDC works to ensure the rights of all people to the air we breathe, the water we drink, and to safeguard the earthâ&#x20AC;&#x201D;its people, its plants and animals, and the natural systems on which all life depends. We selected the NRDC as our NGO partnership because one of their main focuses is on decreased water quality and environmental health as a result of the chemicals in everyday products, providing us with educational materials for the A.fresh Start campaign.

Make Final Solution

Founded in 1859, the American Dental Association (ADA) is the nationâ&#x20AC;&#x2122;s largest not-for-profit dental association, representing more than 161,000 dentist members. The ADA is committed to providing the latest oral health information for dentists and their patients and to the improvement of oral health for the public. We selected the ADA as our NGO partnership because they connect dental professionals with volunteering opportunities, providing us with volunteers during the A.fresh Start travelling truck campaign.

109

Sustainable Development Goals The Sustainable Development Goals played an integral role in creating a compelling narrative for the importance of a natural product line for Aquafresh, as well as helping us narrow our social missionâ&#x20AC;&#x2122;s focus. Our design solution addresses the following United Nations Sustainable Development Goals.

Ensure healthy lives and promote well-being for all at all ages.

Ensure access to water and sanitation for all.

3.9 By 2030, substantially reduce the number of deaths and illnesses from hazardous chemicals and air, water and soil pollution and contamination

6.3 By 2030, improve water quality by reducing pollution, eliminating dumping and minimizing release of hazardous chemicals and materials, halving the proportion of untreated wastewater and substantially increasing recycling and safe reuse globally 6.4 By 2030, substantially increase water-use efficiency across all sectors and ensure sustainable withdrawals and supply of freshwater to address water scarcity and substantially reduce the number of people suffering from water scarcity 6.6 By 2020, protect and restore water-related ecosystems, including mountains, forests, wetlands, rivers, aquifers and lakes

Ensure sustainable consumption and production patterns. 12.2 By 2030, achieve the sustainable management and efficient use of natural resources 12.4 By 2020, achieve the environmentally sound management of chemicals and all wastes throughout their life cycle, in accordance with agreed international frameworks, and significantly reduce their release to air, water and soil in order to minimize their adverse impacts on human health and the environment 12.5 By 2030, substantially reduce waste generation through prevention, reduction, recycling and reuse 12.6 Encourage companies, especially large and transnational companies, to adopt sustainable practices and to integrate sustainability information into their reporting cycle 12.8 By 2030, ensure that people everywhere have the relevant information and awareness for sustainable development and lifestyles in harmony with nature

Conserve and sustainably use the oceans, seas and marine resources for sustainable development. 14.1 By 2025, prevent and significantly reduce marine pollution of all kinds, in particular from land-based activities, including marine debris and nutrient pollution 14.2 By 2020, sustainably manage and protect marine and coastal ecosystems to avoid significant adverse impacts, including by strengthening their resilience, and take action for their restoration in order to achieve healthy and productive oceans 14.3 Minimize and address the impacts of ocean acidification, including through enhanced scientific cooperation at all levels Make Final Solution

Appendix

Sources

http://slsfree.net/ http://www.wisegeek.org/what-is-sorbitol.htm https://www.ewg.org/skindeep/ingredient/719552/HYDRATED_SILICA/ https://givemethedirt.com/blogs/news/8509675-the-glycerine-in-your-toothpaste-is-ruining-your-teeth http://articles.latimes.com/1996-02-07/news/ls-33119_1_active-ingredient https://draxe.com/what-is-xanthan-gum/ http://www.livestrong.com/article/226739-dangers-of-cocamidopropyl-betaine/ http://www.mnn.com/health/fitness-well-being/stories/whats-in-toothpaste http://foodbabe.com/2016/10/05/brushing-teeth-carcinogens-dirty-truth-toothpaste/ http://naturallysavvy.com/care/toothpaste-natural-or-poison https://knowwhatureating.wordpress.com/2013/04/23/sodium-benzoate-it-is-really-harmless/ http://www.naturalchild.org/research/food_dyes.html http://www.mouthhealthy.org/en/nutrition/good-foods-slideshow http://www.mouthhealthy.org/en/nutrition/food-tips/9-foods-that-damage-your-teeth http://www.health.com/health/gallery/0,,20687551,00.html#water-0 http://www.mastersinhealthpromotion.com/top-20-organizations-and-campaigns-promoting-healthy-living.html http://www.aqua2use.com/products/gwdd.html https://www.organicconsumers.org https://en.wikipedia.org/wiki/Slow_Food http://www.webmd.com/oral-health/diet-oral-health#1 http://www.candyfreaks.com/en/articles/the-limited-options-of-sugar-free-quality-candies

Appendix

113

Cultural Probe Notes

Appendix

115

Appendix

Ideation Affinitization Stickies (Project 1 & 2) Clusters: 1. sink ikea partnership sink with plants modular sink with plants 2. certification forest fsc peta animal association ADA 3. circular economy zerowaste in factory no circular economy zero waste less water contamination save time business for dentists less water use save money 4. new product sustainable drain rack for bathroom solid toothpaste line tooth brush with solid toothpaste sustainable tools going with this rack 5. oral hygiene no focus on healthy food aquafresh fighting against sugar acid people donâ&#x20AC;&#x2122;t eat well to begin with healthier lifestyle food campain sugar-free facts on health on the packaging/mirror (education) developing countries lack dental care

Appendix

6. toxic restoring freshsystem ecosystems effects of fluoride toxic ingredients unhealthy polluting waterways and oceans children affected by bad ingredients 7. Energy movement while brushin generates energy water generating electricity carbon emission reliant on non renewable energy waste of energy wind turbines in cork irland 8. CO2 GSK inhalers are one of major contributor to carbon foot print high c02 emission transportation, manufacturing partnership energy company carbon harverest to do characoal toothpaste 9. animals marine life animal testing toothpaste for you and your dog 10. packaging dishwashable paper packaging deforestation for paper packaging second life packaging toothpaste packaging waste in landfills toothbrush from plastic from oceans most packaging isnt recyclable paper packaging with seeds

101 rebranding good r+d department replace red stipes by green most gsk sales comes from pharmaceutic industry smart medicine cabinet design language stripes strong brand recognition pipeline partnership support frosted transparent toothpaste tube kidâ&#x20AC;&#x2122;s target new marketing aquafresh renew aqua=water and fresh= ingredients aquafresh will match sales company transparency 12. plants fertilizer music festival harmful to biodiversity fighting mold into the bathroom 13. overconsumption we have to prevent from overconsumption too much useless packaging unsustainable use too much toothpaste = eutrophication 14. equal design universal design for developped and developping countries different ways of brushing your teeth depending of the culture

117

15. water happening water testing : toothpaste comparisons aqua = water = restore water = marine habitats = ocean cleanup 59.5% above 126 people think dental care is imporant 69% of 126 sometimes eat sweets park bathrooms music festivals cover income bathrooms correlation between teeth whiteners + environmental harm why do people need white teeth would you drink this? toothpaste water filter urban 3rd world sink sink filtring water primary goal water waste of water cup drain for toothbrush water happening - water testing (toothpaste comparisons) aqua = water = restore water/marine habitats - ocean clean up 59.5 % of 126 think Dental health is important 69% of 126 sometimes eat sweet

park bathrooms music festival lower income bathroomns correlation between teeth whiteners + environmental harm (animals?) why do people need white teeth? would you drink this? toothpaste water (filter) urban 3rd world sink sink filtering water primary goad - water reduction waste of water cup drain for toothbrush water runoff ? water reduced by 25% of Baseline (2010) in factories waste, recycling, bio diversity is low on bus. success turn off the tap campaign water filtration system biomimetic water flow water quality developing communities recycling water with plants fishtank - how much water they use per incuement ? of time high water use intensity water scarcity is increasing

Appendix

Empathy Map & Affinitization (Project 3) Ignorance is bliss „it cant help my teeth, my teeth are helpless 39% no to free dantal screening „you know whats in it… just keep on brushing“ „I don‘t think I need free screening...“

People know toothpaste contains bad ingredients but don‘t know specifics They know ingredients are bad but they don‘t know what the ingredients are People don‘t know that the ingrediences in toothpastes are bad for health

Only a small amount of people knew about specific harmful ingredients Nurse knows anout the ingredients „Microbets are not there“ Most people know SLS „I know awat‘s alcohol...“

People do not want to know the truth „Good point – people don‘t want to know.“ „My best friend is having a headache and he brushes his teeth like 5 times a day..“ People generally know it‘s crap what‘s in it

There is some apprehension about the effectiveness of natural ingredients „I know baking soda I just though it might be too abrasive!“ „toothpaste with charcoal will not clean your teeth“ „I doubt it has peppermint essential oil in it...“ Excitement about the gift „My wife is gonna love it!“ „I‘m so excited to try that!“ People do not know what‘s in toothpaste People admit they don‘t know „I don‘t know what that is...“ „I don‘t know most of them“ „I don‘t know what these things are“

Appendix

People do wonder what‘s in their toothpastes To the gift - „that‘s great I am gonna have a look“ People would be grateful for more accessible information „I have always been suspicious“ „Don‘t need foam? Ok...“ Some ingredients „sounded“ healthy „It‘s salt in it but it‘s healthy „They have alcohol in everything“ Hydrated silica sounds like it‘s healthy!“ French use baking soda for everything Brand Loyalty „I totally support that!! I use LUSH“ I know its bad but it‘s ok cause I brush safely „But I don‘t use it..“ a guy who has done research but uses Crest Whitening“ „It doesn‘t matter as long as you clean your teeth“ „But you don‘t eat that stuff“

Purchasing habits People often use particular toothpaste because they know it for years or someone in family uses it rather then being so interested themselves Some people often chose toothpaste that is on sale People who buys the chapest „I haven‘t used that for ages“ (about Aquafresh) Reasons why people buy toothpastes People chose their toothpaste mostly for whitening effects and for the taste. Colgate and Crest as the most popular among our respondents „I have had stuff like Toms.. it doesn‘t have fluoride“ White smile and fresh breath is what people care the most about when it comes to dental hygiene

119

Sustainable Packaging Problem: Packaging Ending up in Landfill Idea: Reusable packaging Idea: Recyclable packaging Like natural products „I just switched my shampoo, it doesn‘t foam at all! No chemicals, no SLS.. It is hard to get used to it but I feel like it‘s healthier“ „Sometimes I feel like.. it‘s healthy toothpaste maybe I should eat it“ „I like tea tree oil“ Environment problems Rising concerns about water scarcity Population is growing rapidly Increasing water scarcity is environmental challenge More that half people turn off the water when brushing teeth. Water use and care focus Research and Development and Ecodesk platform is a clear advantage on the way to be greener idea: Natural line toothpaste Chemicals and their weaknesses Reliance on synthetic ingredients is a weaknesses Bad side effects of chemicals Charcoal uses „My son uses charcoal for akne as a face wash and it‘s good!“ „The vet gave charcoal to my dog and it helped him with his stomach!“

Brushing and dental care habits What peopla use the most besides manual toothbrush and toothpaste is mouthwash and a floss People mostly brush their teeth for 1-2 mins or more People use more toothpaste than needed More than half of the people considered themselves healthy eaters People trust their dentist People generally go to dentist once a year or more. „My uncle is dentist but I don‘t go to dentist very often..“ „I go to dentist every 6 months.“ „I‘m gonna give this to my dentist and see what he thinks“ „Let‘s see what your dentist says on your next visit..“ Importance of dental health Answer to „how much is dental health important to you“ was either important or extremely important (global survey) In USA people don‘t put dental health as their first priority „yes“ to free dental screening – 61% Older generations are more apprehensive to natural alternatives Mum and daughter: „I use very different toothpaste than you“ „I am gonna get you some LUSH toothpaste“ mum: /weird face/ „let‘s see what your dentist says on your next visit..“

I only want natural ingrediences about coconut oil - „they say if you hold it in your mouth for seconds it gets you rid off the bad odor“ „My dad had never used a toothpaste in his live and never had a cavity.“ There is increasing demand for natural products Chemicals affect natural life People try to stay away from the bad stuff People know fluoride has questionable side effects „I try to stay away..“ People know it is not safe „There is a lot of these weird ingredients“ „I just picked all that crapy stuff“ Chemicals in toothpaste affect human healthier The event seemed to change their minds „That basically explained it to me! Thank you! I like it.“ 65% of people said this event changed their mind „We just need to stop buying these..“ „I don‘t buy it anymore...“ After learning about ingrediences most poeple were alarmed

Appendix

Other Data overconsumption in terms of packaging and non-recyclability is one of the most unsustainable behaviors when it comes to brushing teeth chemicals are often most unsustainable aspects of brushing teeth use of water is one of the most unsustainable behaviors when it comes to brushing teeth what we eat influences the health of our teeth GSK/Aquafresh tests on animals

Appendix

baking soda, same as lemon, can be used once a week maximum (for teeth) people use toooo much toothpaste Hydrated Silica is the whitening agent and damages tooth enamel Aquafresh (GSK) has a â&#x20AC;&#x153;Turn off â&#x20AC;? campaign for less water use Weleda has biodynamic gardens where plants grow as wild ecosystems

Biotop (plants filtering water)

Antrophosophy - we can stimulate body so it heals itself naturally Blue and Red dyes are Synthetics based on petroleum

paper that disolves in water

lemon is not very good for teeth

reusable packaging

GSK educates workers in developing countries so they can vaccinate etc

Life Straw filters water to be drinkable

we can recycle water and use it for something else

Fluoride is corrosive, causes salivation, nausea, vomiting, dirrhea

There is a sugar in our toothpastes

solid toothpate

GSK has a lot of social mission for developing countries (at least they look like it)