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Join Us For Our Next Event

Thursday, March 13, 2014
  • Seminar:
  • Networking:5:00 PM
  • Dinner:
  • Program:5:45 PM

Glass is Life – A Story of B2B Branding Success

From bottled beer to Burgundy to baby food,  Owens-Illinois (O-I) 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 glass.  Glass 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 84%
  • 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

Saga headshot

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 its partners. 

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.


Event Location

The University Club of Milwaukee
924 East Wells Street
Milwaukee, WI 53202

Free indoor parking is available in The University Club parking garage. Please enter the parking garage from the Prospect Avenue entrance (near Wells Street).

EARLY REGISTRATION DISCOUNT if registered by Monday, March 10 - $45 members, $65 non-members
Registration investment AFTER Monday, March 10 - $55 members, $75 non-members

Cancellations must be made by the Monday prior to the program in order to receive a refund.





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