Owens - Illinois Inc.: Group 10 Mangu Siva Charan Soham Gandhi Daivik Raval Shilpi Gupta Ivanshu Gupta Sayyantana Dutta

The Glass is Life campaign was launched by Owens-Illinois Inc. in 2011 to increase worldwide demand for their glass container products. The campaign focused on highlighting the environmental, health, and quality benefits of choosing glass packaging. It utilized various social media platforms to share its message and motivate audiences to recognize glass's importance. The campaign was successful in significantly growing its online and social media presence, receiving worldwide recognition, and adding brand equity, though direct sales impacts were not measured due to Owens-Illinois' business-to-business model.

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Owens - Illinois Inc.: Group 10 Mangu Siva Charan Soham Gandhi Daivik Raval Shilpi Gupta Ivanshu Gupta Sayyantana Dutta

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SANDEEP CHANDRA D R

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Owens – Illinois Inc.

Group 10

Mangu Siva Charan

Soham Gandhi
Daivik Raval
Shilpi Gupta
Ivanshu Gupta
Sayyantana Dutta
Company background
• Owens-Illinois Inc. is a Fortune 500 company that specializes in container glass products
• One of the world's leading manufacturers of packaging products, holding the position of the
largest manufacturer of glass containers in North America, South America, Asia-Pacific and
Europe
• Approximately one of every two glass containers made worldwide is made by O-I, its affiliates, or
its licensees
• Owens-Illinois Glass Company was the result of the 1929 merger between two glass-making
giants of the industry: Owens Bottle Company and Illinois Glass Company
• Until July 2007, the company was also a worldwide manufacturer of plastics packaging with
operations in North America, South America, Asia-Pacific and Europe
• $6.8 billion in net sales in 2014 with 75 plants in 21 countries
• 21,100-plus employees worldwide serving 49,000-plus customers in 86 countries with 10,000-
plus product offerings
GLASS IS LIFE Campaign
• The world is using less glass each year, and more cans,
paper cartons and plastics Environment
sustainability

• How can you motivate brand owners all over world to

choose glass again for their products?
• Launched on On June 7, 2011
Maintaining Benefits of
• To increase worldwide demand for the company’s product healthy glass Preservation
by inspiring people to choose glass in their everyday life of quality
lifestyles usage
• To spread awareness about the benefits of glass usage
and to draw in audience attention, and motivate them to
recognize the matters at stake
• Doremus, a full-service, B2B creative agency, partnered to Preservation
fulfil the strategy of taste

• The main aim of the campaign “As audiences realize that

they prefer glass, we begin to move the needle for glass
sales as a whole”
Taste Quality Sustainability Health

• The goal was to increase worldwide demand for the company’s product
• So the campaign capitalized on current worldwide environmental concerns, and in turn, strategized campaign
derivatives to potentially drive success rates .
• Glass Is Life focused on topics of environment, health and charisma as the backbone of the campaign .

Twitter Facebook Instagram Youtube Tumblr

The b-to-b play is to consider target audience as people and look at the human
Essentially B to C to B reasons people choose glass around health, safety, the environment and
sustainability -- the same reasons brands choose to use glass for packaging
Sharing Glass
• The campaign was able to create tactics
on how to draw in audience attention, and
motivate them to recognize the matters at
stake.
• The home page features multiple sharing
links to the various social media platforms;
there are also pages called “Sharing Glass”
and “Join the Talk”.
Sponsor for Fader Fort Glass is Life Voices

• O-I was a sponsor of the Fader Fort, a private music

event where glass serving products were not allowed.
• So it branded all the plastic serving cups with "Glass
Is Life" on one side and "My Other Cup Is a Glass" on
the other.
• It also hosted a bottle-painting booth, where users
could paint bottles, take pictures and post them on
Instagram.
• O-I created a video of the event and shared it on
YouTube and other social channels.
Results (1/3) : Outreach
Glass Is Life is largely an advertising and marketing campaign—that of which was made
possible because of the sheer revenue, history and size of O-I. That being said, social
media did play an impressionable role is this campaign. The campaign itself was created into a
freestanding website (apart from the O-I company site), along with a heavy amount of
campaign-related social media conversation influx.

490,000 notes 1.7k followers

2.9k followers 35k+ impressions

17 off-shoot communities 5k followers

160k likes on official page 210 off-shoot handles

2.4k impressions 2.5k followers

209k bloggers talking 1 million views

4 million+ impressions 200% spurt in
subscriber base

Source: quintly.com, kelseyleighstewart.wordpress.com

Results (2/3) : Response and Recognition
The campaign capitalized on current worldwide environmental concerns, and in turn, strategized
campaign derivatives to potentially drive success rates. Glass Is Life focused on topics of
environment, health and charisma as the backbone of the campaign. Through these outlets, the
campaign was able to create tactics on how to draw in audience attention, and motivate them to
recognize the matters at stake. It received worldwide recognition for the same.
Celebrity Mentions Awards
Results (3/3) : Incremental Mentions and Brand Equity
O-I being focused solely on B2B sales, the sales figures generated by the ‘Glass is Life’ campaign were
not recorded. However it was seen through other proxy data that the campaign was hugely successful
and acted as a major landmark in the company’s history, and added incremental brand equity.

8
Unique Visitors
6 Mentions

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