FEVE, the European Container Glass Federation, launched its new web-based platform designed to drive change in consumer attitudes to choosing, using and buying glass. The www.friendsofglass.com platfo…
FEVE, the European Container Glass Federation, launched its new web-based platform designed to drive change in consumer attitudes to choosing, using and buying glass. The www.friendsofglass.com platform went live at 15:00 on 12 December 2008, with the aim of starting an inspiring dialogue among the general public, sharing ideas about glass packaging and encouraging consumers to choose glass packaging. The Federation“s consumer campaign: “Glass. The clear choice” is signed off by the Friends of Glass, an initiative powered by the FEVE Federation. It is the Federation“s main tool to start the Friends of Glass approach as a movement, from which, in the coming months, “real life” actions will be launched to give very powerful and concrete reasons to buy products packaged in glass. Initial research across 6,000 European consumers shows that consumers believe glass to be the easiest packaging material to recycle and also to be the material which has the lowest risk of interaction with the product or contents. These are the type of key messages that the campaign will focus on, to reinforce and strengthen the positive connection that consumers have with glass packaging. This site launch is a soft launch and the promotion campaign around the site and Friends of Glass will be intensified over the next weeks and months. Further actions are being developed including “Choose Glass Week” and/or other sales activation initiatives under the leadership of the FEVE Promotional Working Group. Thanks to voluntary and special contributions from FEVE members, a valuable new tool now exists to reach out to consumers to choose glass. FEVE briefed national glass packaging trade associations in October 2008 about the details of the campaign, and more contacts and details will be communicated to develop ways to integrate national associations in being voices and multipliers of the messages initiated in this campaign at country level. The FEVE website has also been updated with the new site dynamics and look, closely in line with the campaign. Friends of Glass are invited to join the movement by promoting the platform to customers, by using the communications tools, Friends of Glass logos on products and encouraging other people to sign up on the platform, www.friendsofglass.com. The European Container Glass Federation (FEVE) is an international non-profit association currently with 59 glass manufacturing, packaging and tableware members, who operate in 23 countries across Europe. The Federation represents the glass packaging industry at an international level, serving as a forum for finding solutions, with strong contact among European and international institutions and agencies on environmental, trade and other important issues.