BP - Promotion

The attempt here is to educate the target audience about the benefits of glass (information) and get them to buy their beverages in glass bottles (behavior change). Awareness is already there about glass being a packaging alternative and top-of-mind awareness is not the suitable objective in this case. Hence, the focus will be on information objective.

Primary Communication Objective:
Information (followed by credence at later stages)
The information message will focus on:
a. search attributes - supported by data e.g. carbon footprint facts of glass in comparison to plastic, plus product placement which is visually appealing
and
b. experience attributes - supported by consumer testimonials, studies, etc.

Message Focus:
Importance and Perception
Get to increase the importance of environment-friendliness, recyclability and health and wellness in the consumer's mind - plus increase the perception that glass is the most earth-friendly, recyclable and inert packaging material.

Risk Focus:
Promotion (not prevention) - of what is good about glass, what can an average person do by using glass (e.g. carbon calculator of reclycing one glass bottle per week i.e. simple call-to-action), the health benefits of using glass vis-a-vis plastics, what others are saying about their glass experience (testimonials).

Media Types:
These are some options in my mind:
1. Local billboards in select high-population areas
2. TV ads
3. PR (e.g. articles in Wall Street Journal, National Geographic, New York Times, etc.)
4. Internet ads

I need to flush out some of these and focus on ones with biggest bang for the buck.

Partnerships:
With an environmental NPO - need to assess "fit" with glass.