Within FMCG a lot of companies are using co-creation to develop new products. Even though the development process of products always involves consumers, it is in most cases nothing more than a PR stunt and aimed at an increased media attention. Customers are only involved so much and at this moment in time the real potential of co-creation is unused. The goal of the workshop will be to find out the weaknesses big companies show in the use of co-creation, the mistakes that are being made in the setup of co-creation.