A novel effort at sustainability by achieving zero waste in consumer product packaging holds big promise, but its success hinges on securing a critical mass of enthusiastic shoppers and participating consumer brands, retailers and delivery/logistics companies. TerraCycle, a recycling company based in Trenton, N.J., recently unveiled its “Loop” shopping service at the World Economic Forum in Davos, Switzerland . The initiative would deliver commonly used consumer products like deodorant, shampoo and ice cream in packaging that can be recycled or reused. The Loop service, which will be launched in the U.S., Canada and France in the spring of this year, has secured the participation of 25 big-name consumer product makers including Procter & Gamble, Nestle, PepsiCo, Unilever, Coca-Cola European Partners and Clorox. Other partners include UPS, and European retailers Carrefour and Tesco. Wharton marketing professor Americus Reed called the zero-waste platform a “brilliant” idea.…