Subconsciously, we love glass. The way it feels cool in our hands, sparkles in sunlight, clinks when we toast. Glass is not a packaging material, it's a part of a brand's experience. Our campaign is Glass Is Life™. Across cultures, we brought life to a community that connects with glass; because glass alone preserves flavor, contains no harmful chemicals, is made from sand, is safe for oceans, is endlessly recyclable, and is beautiful.
Glass packaging threads through many lives in our community. Household decision-makers who choose the healthiest packaging choice for families, tastemakers who want a product to taste exactly the way it should, and conscious consumers who make the right choice for the environment. Gourmands, surfers, mothers, foodies, DIYers.
Owens-Illinois, a glass manufacturing company producing 65% of the world's glass, and Doremus, a full-service, B2B creative agency, partnered to fulfil the strategy that if we could engage consumers, the drumbeat would start to change business outcomes. As audiences realize that they prefer glass, we begin to move the needle for glass sales as a whole. This campaign is catching fire with a budget that pales in comparison to consumer budgets. Perhaps one of the best illustrations of success in harder numbers than social metrics could be seen in October 2014 when Beechnut Baby Foods launched a pure line in glass jars with ads in consumer magazines like People that featured the glass story and drove to our Glass Is Life community!
The overall strategy with Glass Is Life™ is to engage with consumers in a way that moves sales for glass packaging as a whole. Glass Is Life's campaign is built around four pillars – taste, health, quality and oceans. As our social content of videos, images, quotes and listicles are developed monthly, we continue to create content that is actionable, inspirational and educational with the pillars in mind.
Adding another layer to the creation process, we have developed content in partnership with specific brands that bottle in O-I glass. These snack-bite pieces are not only used on the Glass Is Life's social channels of Facebook, Twitter, Instagram, Pinterest, Tumblr and YouTube, they are also distributed internally both at Owens-Illinois and internally with the water, beer, whiskey, food and juice brands that the content is developed around. The pieces of content act as culture boosters for glass and Glass Is Life.
An example: Owens-Illinois has a strong relationship with Mountain Valley Spring Water and we wanted to utilize the brand and their beautiful bottles in some future content. As the team began to conceptualize ideas for August content we recognized it was right around when the US Open would begin. Water seemed like the perfect pair for an active sport, which is why this video was developed. (https://www.facebook.com/video.php?v=690374994365395&set=vb.138836336185933&type=3&theater). This video received great enthusiasm and pride from the Mountain Valley Spring Water team that it was shared internally and posted on their social channels.
Why do we deserve to win? When have you ever seen a B2B brand fight such a hard uphill battle as glass is fighting? When have you ever seen a team work so hard to change the trajectory of an industrial business?
And as for social metrics: We are a global community engaging in 6 different languages, Spanish, Portuguese, Italian, French, Polish and English across Facebook, Twitter, Instagram, Tumblr, Pinterest and YouTube 296,776 strong reaching conscious consumer millennials on Instagram to spirit and craft beer industry leaders on Twitter to healthy lifestyle-focused mommy bloggers on Facebook. Our community diversity and size speaks volumes to the type of social content Glass Is Life has created and curated to keep the glass-loving community fed and educated.