Friends of Glass Encourage Millennials to Get the Glass Recycling Habit

11 September 2017

Friends of Glass Encourage Millennials to Get the Glass Recycling Habit

Friends of Glass has linked with celebrity rapper and comedian, Ben Bailey Smith (aka Doc Brown) and ex Britain’s Got Talent contestants, The Bottle Boys, to create a high profile campaign targeting millennials about the stellar environmental credentials of glass packaging.


The campaign, called ‘Endless Chorus’, was inspired by the findings of a new pan-European study by Friends of Glass in 11 EU countries including the UK.  


The findings of the research revealed that young consumers have many positive perceptions of glass packaging, but many don’t fully appreciate all of the environmental benefits that glass can offer.


The ‘Endless Chorus’ campaign addresses this by using humour and celebrities to capture the interest of a younger audience.  The campaign  is based around an online video, which depicts drinkers in a bar who are surprised by a bottle of wine that suddenly starts singing to them about its life which has seen it recycled again and again through the ages.


The voice behind the bottle is that of celebrity, Doc Brown, who is accompanied by music played on bottles by The Bottle Boys - and who are all concealed behind the scenes in the student bar. They are hooked up via microphones to a speaker hidden inside the bottle.


A mashup of iconic hits from the last 10 decades along with words from Doc Brown is performed to highlight the different lives of the glass bottle.


Brook Hayes, Communications Manager at British Glass says:  


“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”.


The ‘Endless Chorus’ film is running online at and will be promoted on Facebook, Instagram and YouTube.


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