Glass container manufacturer Owens-Illinois (O-I) has announced the launch of ‘Glass is Life’, a marketing campaign designed to showcase the unique qualities of glass packaging.
The company’s first ever global marketing campaign also highlights the material’s unmatched ability to build successful food and beverage brands, as well as the inherent love consumers have for glass.
“O-I’s extensive research shows a strong demand for glass among consumers, but the marketplace does not adequately reflect this interest,” said Al Stroucken, Chairman and Chief Executive Officer (CEO) of O-I. “We aim to influence the food and beverage industry’s packaging decisions by showing the power of glass.”
“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,” Mr Stroucken continued.
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, including CEOs, brand managers, environmentalists and designers, explaining in their own words why glass packaging is so important to them.
These ‘voices for glass’ include: Sanpellegrino 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, who prefers glass because it is natural, healthy and sustainable; True Fruits Co-Founder Nic Lecloux, who says glass enhances the quality of his product; and Chef Geir Skeie, who likes glass because it does not transfer any flavour to his ingredients or to the finished dish.
In June 2011, O-I’s Glass is Life advertisements will launch in 12 countries and seven languages. To view videos, infographics and images visit http://glassislife.com or join the glass conversation on Facebook and Twitter.