Agency: Nicholson Kovac
Name of campaign: “O-I Natural Glass”
Launch date: April 2009
Creative credits: Group creative director: Mike Davis; art director: Adam Hook; senior copywriter: Staci Meyer; management supervisor: Tom Wealand; account supervisor: Anne Bowden; production director: Karen Hamilton; electronic prepress: Carrie Parrott
Why we liked it: Glass bottles have lost share in the wine market to bag-in-a-box or multilayer-pouch packaging over the past few years. To counter this trend, the people at O-I, a glass bottle manufacturer, didn't identify those responsible for this abomination as philistines, although we think they would have been within their rights to do so. Instead, in partnership with ad agency Nicholson Kovac, O-I produced a print advertising campaign touting the environmentally friendly aspects of glass with arresting, clever images. In one ad, the headline “Natural selection” stands above a group of green-and-blueish bottles that are arranged to resemble a bunch of grapes. In another, the headline, “Completely natural. Endlessly recyclable,” works with the visual, a group of green bottles that form the familiar arrows of the recycling symbol. The copy drives home the recycling message with clear sentences such as these: “Made from abundant, all-natural materials, glass is endlessly recyclable. Old wine bottles become new ones, over and over again.” There's also a line touting glass' preservation of the wine's intended flavor: “And because it never interferes with its contents, O-I glass is the perfectly natural choice for protecting the flavor you've worked so hard to create”—which is a subtle message to the bag wine drinkers out there, and you know who you are.