Positioning glass as the ocean-friendly packaging choice 

Conversation about packaging waste usually flows back to the ocean. Yet people feel far removed from the true impact of their packaging choices, especially on the go.

8 in 10 glass bottles are collected for recycling. We needed to find a way to make that message stick in people’s minds at the point of purchase: choose glass, never litter, always recycle.

Enter our custom pop-up checkouts, where unsuspecting shoppers came face-to-face with a pod of dolphins who thanked them for choosing products in glass. We leveraged strong relationships with NGOs and retailers to promote positive solutions to plastic pollution, and created playful videos capturing reactions from shoppers across Europe

Our content-rich campaign reached 13M Europeans and tapped into a wider cultural conversation on packaging waste – while brand lift studies found people who saw our content are more likely to choose glass in future, proving real business impact.