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Packaging And Design

New Packaging Campaign Uses Humour To Highlight The Environmental Benefits Of Glass Bottles And Jars

A new campaign from the European-wide Friends of Glass community is using humour to highlight the environmental benefits of glass bottles and jars.

'Endless Lives of Glass' sees well-known comedians from across Europe giving life to a glass bottle on store shelves, which chats with customers as they do their weekly shop.

The campaign highlights the infinite recyclability of glass packaging, which can be endlessly recycled into new bottles and jars. This means no waste to landfill, as well as fewer raw materials and less energy and pollution.

Sally Phillips, who starred in the Bridget Jones movies, uses humour to strike up conversations with shoppers, who are filmed interacting with the 'talking glass bottle' as they browse the shelves. A hidden camera captures the responses of the surprised shoppers.

The 'Endless Lives of Glass' campaign is part of a wider three-year project to showcase the benefits of glass, and builds on a recent independent survey commissioned by Friends of Glass, which found that while an impressive 96.4 per cent of 18- to 29-year-olds claimed to recycle, only 31.4 per cent knew that glass is infinitely recyclable, compared with 77 per cent of 50- to 59-year-olds.

Endless Lives of Glass videos were created for the UK, French, Spanish, German, Italian and Polish consumer market. Famous comedians brought their own distinctive humour to shoppers in their own countries.

© 2016 European Supermarket Magazine – your source for the latest retail news. To subscribe to ESM: The European Supermarket Magazine, click here.

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