Dear Millennial: It’s Time to Break Up with Your Beer Can
Sure, glass may be less convenient than paper, plastic or aluminum — and it breaks. But the Glass Packaging Institute wants to change some of those perceptions about glass containers, and to do so it is targeting millennials with a new campaign called “Upgrade to Glass.”
The digital campaign, which launched Thursday, features a series of videos in which users are urged to “break up” with their beer cans, red plastic cups and wine boxes, and upgrade to glass containers.
“We wanted to reach millennials and really get them thinking about what kinds of containers they’re buying their favorite beer, wine or soda in, because it matters,” said Lynn Bragg, president of the Glass Packaging Institute, a trade association representing glass manufacturers. “Not only does glass look great for beverages like beer, but beverages taste better in glass, it keeps beverages cooler, and it’s a sustainable packaging choice.”
