With creative concept ideas, the full-time students of the Bachelor’s program in Marketing & Sales demonstrate how to make the deposit recycling process more attractive for consumers.
In a business field project with the Ottakringer Brewery, the full-time students on the Bachelor’s program in Marketing & Sales (6th semester) developed creative marketing and sales concepts in the summer semester of 2024 for dealing with the one-way deposit directive for all disposable plastic and metal drinks packaging that will be mandatory from January 1, 2025. Six groups spent a semester working as “agencies” on ingenious measures to increase consumers’ willingness to recycle deposit-bound single-use packaging. The teams were coached by Marina Prem and Leyla Tavernaro-Haidarian from FHWien der WKW.
Realisable everyday solutions for the deposit recycling process
First, the student teams discussed whether the perceived additional effort of the deposit recycling process would have an impact on the purchasing behaviour of disposable packaging – in the specific case of the Ottakringer can. They then developed measures to improve user-friendliness, increase the collection rate and promote Ottakringer’s charitable commitment. The results were concrete and realisable everyday solutions that make the deposit recycling process easier for consumers, keep cans attractive and motivate people to recycle. The teams unmistakably incorporated the Viennese brewery’s signature style into their campaigns, which were characterised by wit and creativity.
High praise from Ottakringer
In a pitch to the Ottakringer marketing team, the students impressed with professional presentations at agency level. Martin N. Eicher, Head of Marketing & Innovation at Ottakringer Brauerei GmbH, emphasises:
“The collaboration with the students at FHWien der WKW was extremely enriching for us. We were impressed by the open dialogue with the students and the professional approach of the creative agencies, and the results speak for themselves. The students’ fresh and innovative ideas offer valuable approaches for successfully organising the introduction of the one-way deposit system.”
A big thank you to Ottakringer for the great cooperation and congratulations to our 6th semester students, who delivered their “masterpiece” here despite intensive preparations for their final Bachelor’s exams!
Would you like to know more about our business field projects in the Marketing & Sales Management study programs and are you interested in collaborating with us? You can find all the information here: