From bottled beer to Burgundy to baby food,
makes over half the world's glass packaging. So what do you do when
the world is using less glass each year, and more cans, paper
cartons and plastics? How can you motivate brand owners from Peru
to Perugia to choose glass again for their products?
Create a global movement, a tide of demand. Change the way
the world thinks about glass; influencing the food and beverage
industry's packaging decisions by showing the power of
Is Life™ was a big, bold integrated brand campaign
that changed perceptions of what it means to be beautiful,
sustainable, flavorful and healthy.
Join us on Thursday, March 13, when Saga Shoffner, vice
president of global brand marketing and global creative director,
will join us to share how O-I spearheaded a movement that looked
beyond the product to find a story that gave elegance, beauty and a
voice to a product as ubiquitous as glass:
- Improving brand managers' perceptions of glass by
- Attracting over 450k visitors to the "Glass Is Life"
microsite and over 200k "Likes" to the Facebook page
- Succeeding in driving new partnerships with leading CPG
companies, resulting in new revenue streams
About Saga Shoffner
Saga Shoffner is vice president of global brand marketing
and global creative director at Owens-Illinois, Inc. As an arbiter
of change at O-I, Saga is at the forefront of the culture shift
moving O-I to a more commercial, customer-centric organization.
She's a key catalyst in O-I's evolution from "making glass
packaging" to "making brands;" pushing for a rethink of the role
packaging can play in the broader brand and business strategies of
In April 2011, Saga began her role at O-I by launching the
organization's first global brand campaign "Glass Is Life" -
assembling a global voice for glass and waking up the market to
rethink its potential. Prior to that, she grew up at NIKE building
the brand around the world, working hand in hand with agency
Wieden+Kennedy for 20+ years.