5 Co-creation Examples: E.ON, Coca-Cola, MTV, Tata Group & Heineken

Co-creation initiatives are deployed more and more frequently. This week an aggregation of five co-creation examples to get inspired and research the opportunities that a more human and collaborative economy offers. Provide a platform where customers can co-create value.

MTV India

In the panel discussion on day 2 of adtech India 2012, brands discussed the need to become publishers of content. The panel discussion concentrated on combining branded content with marketing strategy. The session moderated by Ravi Kiran, co-founder, managing partner, Friends of Ambition; saw the participation of marketing honchos from Coca Cola, HUL, Google India and MTV India.
Aditya Swamy, executive vice president and business head, MTV India said:

“As content becomes the cool factor among the target audience, brands are going to latch onto it but not every brand needs to become a publisher for that matter. It all depends on the timing and whether the brand requires a mere recall or a strong impact.”

The effect of content and co-creation is also reflected by earnings, Swamy concluded by saying that MTV India makes more money by co-creating products with brands than by selling on-air, thereby strengthening the case for content co-creation.

Tanishq – Tata Group

Tanishq, the jewellery arm of the Tata Group, has launched a promotion drive under the name ‘My Expression’, which invites consumers in a co-creation activity.

Mr. Sandeep Kulhalli, Vice President, retail and marketing, Tanishq, said:

“My Expression is the first of its kind initiative in the Indian jewellery industry. We are excited about the contest as it is interactive platform to engage with our customers and fans.” He further added, “Through this engagement, we can also secure useful insights on Tanishq’s jewellery collection, alongside find intelligent, creative and smart young designers with great ideas”.

Participants are invited to submit an idea for Mia – the new Working Women’s line from Tanishq, of which the winner will get to collaborate with designers at Tanishq to design the latest collection. Also, top 10 finalist entries stand to win INR 1,00,000 each.

The contest is open for everybody, sign up here www.myexpression.tanishq.co.in.


Coca-Cola used online co-creation to gather expressions of its brand promise “Energizing refreshment”. They gathered videos, animations, illustrations and photographs that could be used in its marketing campaigns worldwide.

Look at the video here, where Leonardo O’ Grady, ASEAN Director of Integrated Marketing Communications for Coca-Cola describes his online co-creation experience.


Next example comes from the energy sector where E.ON kicks off a crowdsourcing initiative to support a five-part documentary on Channel 4.

The series, Home of the Future, films the Perera family from Sheffield as their house is fitted with new gadgets and energy-saving projects such as domestic power stations and waterless washing machines.

The crowdsourcing works as follow:

“E.ON customers or viewers of the show can submit ideas for new E.ON products and services through an online community, where a £10,000 home energy makeover is at stake for the best idea.”


Last but not least, news from the Netherlands regarding Heineken.

International premium beer brand Heineken has given a group of emerging designers a platform to conceive the finale of a unique year-long initiative called Heineken Open Design Explorations Edition 1: The Club. The end result is a progressive pop-up club, the Heineken concept club, based on the theme of ‘Changing Perspectives’.

The result will be unveiled at the Milan Design Week 2012 in April.

Mark van Iterson, Global Head of Design at Heineken, said:

“What’s more exciting than enabling our most creative minds to be inspired to innovate? Heineken drinkers are open-minded and want products designed to excite through outstanding and high quality design solutions. This is our opportunity to create a platform for designers who can do exactly that; create stimulating, progressive experiences at one of the most important events in the global design calendar.”

In addition guests, throughout the Design week, are encouraged to input and share their vision, becoming part of the co-creation process so Heineken can give its consumers the opportunity to be part of this evolving project.

By Gianluigi Cuccureddu

About the author:

Gianluigi CuccuredduGianluigi Cuccureddu, contributing editor, is an experienced writer specializing in innovation, open business, new media and marketing. He is also Managing Partner of the 90:10 Group, a global Open Business consultancy, which helps clients open their activity directly and indirectly to external stakeholders through the use of social media, its data and technologies for the purpose of competitive advantages in marketing, service- and product innovation.