More Green Bottles

By Tom Posted on June 21, 2011 Leave a comment

by Chris Forecast

A recent Government funded study has told us that Green is Good. www.wrap.org.uk/goinggreen

The study recommends that, when possible producers should aim to use green glass over clear or brown, as this cuts packaging related Co2 emissions by up to 20%. This is because in the UK green glass contains at least twice the recycled content of clear glass, as you can use recycled clear in the green mix, but not the other way round.

So this is therefore a simple way for a business to meet it’s Courtauld 2 commitments, that being to reduce their overall packaging Co2 footprint.

It does however ignore one small element of the packaging success story, brand differentiation. As we know 60% of consumers make their purchase decision at the fixture, if everything is in a green bottle then that decision becomes more difficult!

For example Gin is traditionally a clear bottle market, however Gordon’s have created a visual equity through the use of green glass. The question then is how to use green glass without becoming a second rate copy of an established brand?

The answer is to be Remarkable. Create a relevant, stimulating and exiting brand proposition, and then through own-able structural equities become instantly recognizable by consumers.

In simple terms stand out from the crowd or be knocked from the wall.