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Owens-Illinois, which makes glass containers for food, beverage, pharmaceuticals and other industries, is using a b-to-c-to-b strategy to raise awareness of glass as a packaging material.

This year, O-I is ramping up its “Glass Is Life” campaign with social media, online videos and events, working with agency partner Doremus, New York, to create an ongoing stream of content aimed at consumers, but ultimately designed to benefit its b-to-b audience of manufacturers.

The “Glass Is Life” campaign first launched in 2011 and shows the many reasons people love glass, from being environmentally friendly to offering better taste for products.

Continue reading at AdAge.com