Glass Is Life is a marketing campaign designed to showcase the unique qualities of glass packaging to build successful food and beverage brands.
A first ever global initiative, O-I’s Glass Is Life campaign also highlights the inherent love consumers have for glass.
“O-I’s extensive research shows a strong demand for glass among consumers, but the marketplace doesn’t adequately reflect this interest,” said Al Stroucken, chairman and 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.”
CEOs, brand managers, environmentalists, designers, parents and other thought leaders around the world have rallied behind the campaign to share their passion for glass. These voices for glass include:
O-I has determined that taste, quality, health and sustainability represent the glass attributes that resonate most strongly with consumers around the world.
In a global study first commissioned by O-I in November 2008, consumers said that when faced with the option between glass and other packaging, they will choose glass first and would like to see more glass packaging options.
For example, in the food category, 91% of consumers around the globe indicated they prefer glass, but only about 10% of foods are packaged in glass. O-I is working closely with customers around the world to increase the availability of food and beverage products in glass.
In the US, as recently as April 2011, nearly 70% of 1,000 Americans surveyed said that if they could purchase their favourite food or beverage in any container, they would choose glass. Additionally, 90% said they agree with the statement that glass is the healthiest packaging available because it does not leach into the product, and 85% said food and beverages taste better when packaged in glass containers.
“It’s time to tell the world about the benefits of glass,” said Erasmo Schutzer, vice president and chief marketing officer for O-I. “The thought leaders featured in O-I’s Glass Is Life campaign are instrumental in helping us launch a more aggressive marketing strategy. Together, we’ll show how glass preserves flavour, maintains health, enhances quality, protects the environment and builds brands.”
Source: O-I
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