The European initiative Friends of Glass has recently launched its 'Endless Chorus' campaign to promote glass sustainability and encourage millennials to recycle.
The campaign features Danish band the Bottle Boys and UK rapper Ben Bailey Smith, aka Doc Brown, giving life to a glass bottle in a bar and singing to customers.
The musicians cover a series of hits from the last ten decades, including Louis Armstrong, Fats Domino, Petula Clark, Kool & the Gang, and Peter Bjorn and John, to highlight the sustainable benefits of glass packaging.
The 'Endless Chorus' campaign is part of a wider programme that aims to show case the benefits of glass.
A recent survey commissioned by Friends of Glass showed that while 85% of Europeans would recommend glass packaging to their friends and family, millennials are less aware of its benefits.
The group notes that glass packaging has 'unique environmental assets' due to its ability to be endlessly recycled, which means no waste, as well as fewer raw materials and less energy and pollution. It is also one of the best packaging choices for consumer health and flavour preservation.
Friends of Glass started in 2008 as an awareness campaign for glass packaging. It was created by FEVE, the European Container Glass Federation, an international association representing glass packaging for food and drink, flacons for perfumery, pharmacy and cosmetics, and glass-tableware makers.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Sarah Harford. Click subscribe to sign up to ESM: The European Supermarket Magazine.