The OTG drinks category has seen such a rise in the past 20 years that bottled beverages are ingrained in consumer behaviour. Our dependance on the convenience of being able to purchase a drink anywhere, anytime currently comes at the cost of producing, filling, shipping & storing bottles & caps for each individual drink. Our FOUNT solution takes the original concept of water fountains to reduce the vast volume of packaging, leveraging 21st century technology to facilitate & incentivise behaviour change, whilst also taking the opportunity to educate around wider sustainability issues. From a convenience point of view: Consumers self-serve at hi-tech fountains, using a reusable vessel. NFR technology, allows them to pay for their drinks cash-free and queue-free. From a behaviour change point of view, reuse & loyalty to the fountain is incentivised as the consumer receives a discount on the drink every time they reuse the vessel, (with the discount increasing the more times the vessel is used!). From an education point of view, the fountains themselves would serve as an opportunity to communicate the wider sustainability issues: via the construction themselves (made from recycled plastics) and via screens and branding space. Essentially the fountain concept could save up to 96% of the plastic currently used in the drinks to go category.
NOTE: Although we know your brief is NOT aimed at reinventing large formats, in thinking about how we could increase the value of smaller plastic components to be reused/recycled themselves, our ideation lead us to consider the way in which liquid packaging and vending could be totally transformed and incentivised to begin a transformation of consumer behaviour, away from such a disposable culture.