Friends of Glass teamed up with celebrity rapper and comedian Ben Bailey Smith (Doc Brown) and ex-Britain’s Got Talent contestants The Bottle Boys (pictured) to create the campaign Endless Chorus.

The campaign was inspired by the findings of a new pan-European study by Friends of Glass in 11 EU countries including the UK revealing that young consumers have many positive perceptions of glass packaging, but many don’t fully understand all the environmental benefits that glass offers.

A video was made, in which patrons of a student bar are surprised by a talking wine bottle. Using hidden speakers, Doc Brown first introduces himself to patrons, and then sings a medley combining memorable tunes from many eras and improvised lyrics.

While the tunes are played through beer bottles by The Bottle Boys, Doc Brown croons about the bottle's various life cycles as a juice container, a jam jar and other roles.

Brook Hayes, communications manager at British Glass said: “As our research revealed, younger consumers are not fully aware that all glass packaging is a permanent natural resource that can be infinitely recycled without losing its quality.

“We think many will be pleasantly surprised to know this, and the Endless Chorus campaign delivers these messages in a lighthearted and we hope, memorable way. Ultimately, it’s all about getting more of us to remember to always recycle our empty bottles and jars.”

To watch the video, go to