Alexis Guetzlaff

Concept testing resulting in key insight: appearances matter, but not as much as the experience. Tableware is only a big deal when it fails, so the brand needs to support hosts as they create experiences. Build a campaign highlighting the experiences we create, rather than focusing on how a gathering looks, and the connections between Us.

Already seeing such success with the Here’s to Us campaign, build a campaign that digs even deeper. Who are the real people who gather and what are the connections that bind them? Partnering with a documentary filmmaker, we set out to showcase three groups of real people across the country, who gather with each other for different reasons and tell their stories. Here’s to Us, All of Us, introduces us to mushroom hunters, black cowboys and tap dancing seniors.

The key to our evolution required a robust digital plan. Our agency was able to keep our content fresh and adapt our efforts to maximize our ROAS and overall reach among our target consumer.

At O-I, we are partnering with the largest consumer beverage brands in the world to elevate products and drive incrementality and premium positioning through the use of glass packaging.