O-I Receives Two Honors at BtoB Magazine’s “Best” Awards

O-I's Glass Is Life™ marketing campaign received the 2011 BtoB magazine award for Best Integrated Campaign, and received an Honorable Mention for its Print Campaign. The top marketers from leading business-to-business organizations and best business-to-business creative of the year in 16 categories were honored at the BtoB magazine’s annual award luncheon in New York.

The Glass Is Life campaign is the first-ever global advertising initiative for O-I. The campaign is designed to showcase the unique and unmatched qualities of glass packaging to build successful food and beverage brands.

“O-I is thrilled to be recognized by BtoB magazine for our Glass Is Life campaign. It’s an honor to receive these highly coveted awards," said Saga Shoffner, vice president of global marketing communications for O-I. “The campaign is the culmination of a lot of hard work by many people. We hope everyone who sees the campaign will have a greater understanding of the distinctive benefits of glass and that they will make the choice to use and purchase more glass bottles and jars.”

The global campaign was launched in partnership with O-I’s agency Doremus New York, which executed print, digital and social strategy components that were influenced by Doremus’ proprietary DNA – Doremus Network Analysis technology platform. The campaign can be viewed at www.GlassIsLife.com.

BtoB is the magazine for marketing strategists. The annual “Best” competition reflects the BtoB editors’ choices for the very best in marketing creative and marketing leadership from the past year.

Glass Is Life™ Campaign for O-I Sends A Clear Message

O-I (Owens-Illinois), the world’s leading glass packaging company, is launching a global advertising campaign that promotes the qualities of glass; reminding the audience what they’ve always known about one of nature’s timeless materials. The campaign is called Glass Is Life™, and puts the spotlight on why glass is a uniquely special packaging material.

•   It delivers true taste. Foods and liquids packaged in glass remain themselves.
•   It is healthy. Glass comes from nature.
•   It has sustainability. Glass is 100 percent recyclable and safe for oceans.
•   It has quality, elevating the brands it contains.
•   It has versatility. Glass can be reused. It can also move from microwave to table to fridge.

Glass Is Life™ is targeted to business audiences in 12 countries in seven languages. It launches June 7th in print, direct, online, video and social venues. CEOs, brand managers, environmentalists, designers, parents and other thought leaders around the world have rallied behind the campaign to share their passion for glass on the microsite GlassIsLife.com.

Participants in the campaign include: Environmentalist Celine Cousteau (granddaughter of Jacques Cousteau); Stefano Agostini, CEO of Sanpellegrino S.p.A.; Chef Geir Skeie, winner of the 2009 Bocuse d’Or; Zefferino Monini, CEO of Monini Olive Oil; John McClean, CEO of Bundaberg Brewed Drinks; Co-Founder of True Fruits Nic Lecloux; CEO Edson Auricchio of OLÉ Foods; Sean O’Neill, president of Bookbinders Specialty Foods and Juan Gabriel Gonzalez, CEO of Agua del Nacimiento; as well as Designer Francesco Lucchese. The testimonials also include two mothers of young children who prefer to serve their children food packaged in glass because it is a natural product.

Erasmo Schutzer, vice president and chief marketing officer for O-I said, “It’s time to tell the world about the benefits of glass. The thought leaders featured in O-I’s Glass Is Life™ campaign are instrumental in helping us launch a more aggressive marketing strategy. Together we’ll show how glass preserves flavor, is healthy, protects the environment, enhances quality and builds brands.” 

Evelyn Neill, co-executive creative director of Doremus said, “Who doesn’t love glass? It’s beautiful and endlessly recyclable. People have just never been urged to choose glass. Our goal for this campaign is to engage multiple audiences and remind them of how wonderful glass is. Wine belongs in bottles, not in boxes. Food belongs in jars, not pouches. It is a pleasure to speak on behalf of glass. What a great product!”

Doremus Creative Credits

Creative Directors: Evelyn Neill; Marcus Kemp

Art Director: Ashby Parsons

Copywriter: Maggie Powers

Photographer: Michael Muller

Production House: Producit

Web designer: Skive

Digital: Skive & Joshua Davis Studios