Public Relations Case Study - Glass Has Class

Background Working with Glasspac to promote the benefits of packaging food and drink in glass is a challenging brief. And with a target audience of marketing literate brand owners and packaging designers it's hard to impress. We recognise that to 'cut through' we needed to get them to think about the way glass can help build their brands by showing them that consumers feel glass has value compared to other packaging materials.

Programme

So we set-up a series of research projects with the University of Sheffield and NOP to see how drinking habits had changed and what you can tell about a person by the way they hold there bottle. The idea was to create coverage in both trade press and national newspapers that made our audience realise the importance of glass.

The first of the resulting stories highlighted that more women than men now drink out of bottles, something that would have been frowned upon a generation ago. The second story, targeted at the Christmas holiday told women they could tell what kind of guy was trying to chat them up by the way he was holding his bottle - was he a bottom pincher, necker or waister?

Results

The stories secured a large amount of trade press coverage and featured in the national media. They showed that glass was important to the consumer's enjoyment of the brand and helped position Glasspac as the expert on glass packaging.