Owens-Illinois makes over half of the world's glass bottles and jars.
For years, plastic packaging has been eroding O-I's market share. And yet everyone loves glass: chefs, artists, CEOs, and environmentalists like Celine Cousteau.
How could we get brand managers to consider glass again? With a worldwide movement: Glass Is Life.
We hit brand managers with trade print, rich media, social and a vibrant website, including videos featuring our "Voices for Glass." We brought consumers in exclusively on the social front, including Pinterest, Twitter and Facebook, where we've garnered over 230,000 Likes. Glass Is Life was embraced by O-I internally. It's a global campaign, translated into French, Spanish, Italian, Polish and German, among others. And most importantly, it's generating new interest and new orders from customers.
We opened an in-house production company focused only on ideating and producing social content for the "Glass is Life" movement. We produce approximately 12 pieces of content a month and post on all channels.
We're also responsible for production of several high profile events for the brand, including BLUE Ocean Film Festival, SXSW, Great American Beer Fest & Whiskey Live. We've done everything from producing a live panel discussion, to spray painting signs!
Attached are some examples of my favorites.
