It's all in the data...

So given the main objective of earning share from plastic, we must quantify with data what are the real savings when using glass vs. plastic.

Here is some data:
According to a life-cycle assessment (LCA) study endorsed by AMR Research, for 12 oz (355 ml) bottle manufactured in the US, glass has a carbon footprint of 0.171 kgCO2 and plastic has 0.214 kgCO2. Translating that to an average 20 oz. soda bottle, it is a .072 kgCO2 lesser CO2 emissions for every bottle that is made in glass and not plastic.

Tying this to my business objective and the 4Bs calculation, we are looking at converting some 3.2 million people (1.7 billion bottles in 3 years) over to glass. That is a environmental effect of about 125,600 tonnes of reduced CO2 emissions in the atmosphere over the course of 3 years.

Since the communication objective is information, this will serve at the fundamental selling point in every communication to the consumers (the consumer proposition).