Supported by personalities and thought leaders that profess a ‘passion for glass’, glass container manufacturer O-I has launched a campaign to focus on how the inherent attributes of glass can help build brands.
Glass Is Life highlights that taste, quality, health and sustainability aspects of glass resonate with consumers around the world, evidenced by O-I’s research. Backed by people in the public eye, O-I is aiming at a more ‘aggressive’ marketing strategy to stress the potential of glass for brand owners.
In June the campaign launched in 12 countries and seven languages.
”We felt that the time had come to put glass back into the conversation by enabling people with a passion for glass to speak for themselves,” says Jose Lorente, O-I Europe President. “With an increasing bombardment of confusing packaging messages, sometimes the true preference for glass is forgotten.”
A 2008 global study by O-I indicated that consumers want to have more glass-based options. O-I says it is working with customers around the world to help provide greater choice in glass. In the food category, 10% of foods are packaged in glass, whereas around 90% of consumers in the poll would prefer glass.
A 2010 European survey by FEVE (European Container Glass Federation) of 8,000 consumers showed that three-quarters (74%) of consumers preferred glass and would recommend it; 65% thought glass is best for preserving taste; and 63% think it safer for human health. Glass is also perceived as the ‘least harmful’ material for the environment, according to O-I.
