We’ve been involved this week as our client O-I launches the first-ever global campaign to champion glass.
“O-I’s extensive research shows a strong demand for glass among consumers, but the marketplace does not adequately reflect this interest. We aim to influence the food and beverage industry’s packaging decisions by showing the power of glass,” said Al Stroucken, Chairman and CEO of O-I. “As the leading maker of the purest and most sustainable packaging, O-I is excited to spearhead a movement that demonstrates the unique attributes of glass packaging and brings brands back into glass.”
Voices for glass
Running across print, online and social media channels, Glass is Life™ is being launched in Europe, North America, Latin America and Asia Pacific simultaneously. It features individuals around the world – CEOs, brand managers, chefs, environmentalists, designers and other opinion leaders – explaining in their own words why glass packaging is so important to them.
These voices for glass include:
Sanpellegrino S.p.A. Chairman and CEO Stefano Agostini, who says glass showcases the quality of the S. Pellegrino brand.
- Monini CEO Zefferino Monini, who chooses glass because it best preserves the flavour of his extra virgin olive oil.
- Environmentalist Celine Cousteau, granddaughter of Jacques Cousteau, who prefers glass because it is natural, healthy and sustainable.
- true fruits Co-Founder Nic Lecloux, who says glass demonstrates the quality and sophistication of his premium product.
- Chef Geir Skeie, who likes glass because it doesn’t transfer any flavour to his ingredients or to the finished dish.
We’re promoting this through UK trade and consumer media, so look out for articles, features and news items on glass and its fabulous properties. Who’d really want to eat or drink out of anything else?
You can join us in the conversation on Facebook and Twitter (http://twitter.com/#!/GlassIsLife).
Environmentalist and documentary-maker, Celine Cousteau is one of the ambassadors supporting glass in the global O-I campaign.
Tags: consumer trends, environment, Facebook, glass bottles, green issues, O-I, Packaging, PR, public relations, Recycling, retail marketing, social media
