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Marketers face age-old challenges with new tools

"GLASS' OF CAMPAIGN

Another presentation by Saga Shoffner, VP-global marketing at Owens-Illinois, and Evelyn Neill, executive creative director at Doremus, outlined O-I's “Glass Is Life” campaign, which celebrates glass packaging as recyclable and capable of preserving natural flavors. The tagline is also intended to unify the company's employees, who have embraced the campaign worldwide, suggesting that the words “glass is life” be placed on the sides of delivery trucks and stitched onto uniforms. Shoffner and Neill bought the campaign to life in the hall by distributing glass bottles to all the attendees in the audience. Remarkably, the bottles were filled with beer, Miller Lite to be exact. Many in the room raised a toast and then tipped the bottles back—all before noon on a Friday, the final day of the conference. The scene gave a “Mad Man”-era feel to the event and more proof that the more things change, the more they stay the same.
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