Mechanical cap: innovation as a response to the challenges of the circular economy.
Edard
You certainly know the mechanical cork, this retro looking cork, attached to its beer or lemonade bottle in the old fashioned way by a bent metal wire. Unlike caps, it allows you to close your bottle to finish it later and it is reusable almost infinitely. These corks are made in Alsace by the 40 enthusiasts of Edard, a company founded in 1795. Today, their mission is to innovate in order to achieve greater sustainability.
Adapt to the ecological context.
With the rise of the circular economy, the reintroduction of the deposit is now the key to providing a sustainable response to these issues.
Mechanical caps are made to be reused.
Innovate, while maintaining its traditional spirit.
Based on this observation, Edard expressed to Dynergie its desire to act by identifying a growth relay for the deposit in France as well as for its activity.
The manufacturer's desire was to move towards more sustainability while maintaining the traditional spirit inspired by bottles with mechanical closures. Innovation proved to be the right answer to move towards more sustainability, modernity and interconnection between the actors of the ecosystem.
Move from ambition to a high potential offer.
Identify opportunities
Using our proprietary Impact Model, our experts mapped the opportunities for Edard around the reintroduction of the deposit by analyzing the needs of the ecosystem players and crossing them with what new emerging technologies could bring them.
It identified a concept, based on a technology for digitizing the mechanical plug, as an opportunity to maximize its potential impact for the sector.
Validate the potential
After validating the technical feasibility, all the application cases to which this new technology could respond have been defined, thus allowing the finalization of a concept ready to be tested on its market.
After this first phase of strategic analysis, Edard relied on our experts to validate the potential of the concept and transform it into an adapted offer.
A first phase of marketing of the offer (decisive phase in the construction of the value proposition) preceded the prospecting of the targets in order to enhance the concept and identify the profiles of the ideal clients.
Sourcing the field
To confirm the relevance of the project, we conducted a qualitative B2B survey to test the market. This approach consisted in approaching prospects in a commercial manner as if the offer already existed.
This crucial step also allowed us to co-construct an offer with breweries, the project's core target, and to launch a trial at their premises.
During the first three qualitative interviews, our experts and the Edard project team had already identified strong interest in the project.
The success of this project.
To be as close as possible to usage.
This approach has enabled the creation of a collaborative relationship with customers to optimize the new Edard offer, by getting as close as possible to real market uses and by launching technical tests in real conditions.
A tenfold potential.
TheImpact Model method developed by Dynergie, as well as Edard's perfect knowledge of the market, have enabled us to define an offer that meets industrial, marketing and sustainable challenges with the reintroduction of the deposit principle.
2 tests carried out.
By soliciting a partner such as Dynergie, Edard's teams quickly put together an ecosystem of technical experts to secure two trials to prove the value of the offer. These steps were taken to obtain key data and figures to make informed decisions.
4 industrialists already interested.
Thanks to the market validation approach, whose philosophy is to sell before manufacturing and therefore to invest, 4 manufacturers have expressed their desire to integrate the solution into their process.
To conclude.
Each step of this project was crucial. From the emergence of the project to its realization, methodology was the key word. It is by mixing innovation expertise and knowledge of a sector, its ecosystem, its needs and its uses that it was possible to make a concept a success on its market.
Joël SEGENREICH
"EDARD is one of the oldest companies in France, with a proven know-how and a great mastery of its ecosystem. Innovation then becomes a choice, resolutely courageous and voluntary, that of considering change as an opportunity to create more value for our customers, our employees and the planet. To dare to take up this challenge and leave the beaten track, we have chosen to trust Dynergie. They have put their skills at the service of our vision with method, perseverance and humility. To innovate with Dynergie is to take a path of questioning, discoveries and overcoming, but with the right guide at your side. We have appreciated both the results and the very learning road we have traveled together."
