This article from Sharon Crayton, Head of Marketing at Ardagh Group (Glass, Europe) examines some of the many qualities glass packaging has to offer. Beyond is sustainability credentials, glass has many aesthetic qualities that can be turned to the advantage of brands using it; by reaching out and engaging more at an emotional level with consumers in the overall product experience. The glass industry has been very active for decades in the area of lightweighting. For example, Ardagh's success in removing 11% weight from the Becks beer bottle joins a long list of achievements over these years. This is a high-volume brand, so a significant weight cut has had a big impact on overall environmental performance. Ardagh has worked closely with Absolut to develop four million completely unique, different bottles that would capture the creative DNA of the Absolut brand yet, at the same time, celebrate its uniqueness. This represented a first for the packaging industry. Mix total sustainability with unusual container shapes, exciting colours, and astounding decorative effects, and you have in glass packaging a cocktail to suit any drinking occasion!
