Urban Eco Spectacles
The consumer simply sends the empty beverage containers of his or her choice to Urban Spectacles, who then uses them as housing for the prescription lenses, in the desired tint.
A similar service is offered for beer-can neck ties.
Implications - One of the fastest ways a company can distinguish itself in a crowded marketplace is by developing products that are standard in their use, but radical in their design. The unusual nature of the product's packaging will likely lure consumers eager to enjoy a conventional commodity in a new way.