As part of their sustainability goals, FEVE (European Federation of Glass Packaging) aimed to launch a new glass hallmark. This symbol should remind consumers of the main assets and benefits of glass packaging.
Together with InSites Consulting, FEVE connected consumers, creatives and the industry to develop the ideal hallmark that best communicates this message.
Based on insights from our Packaging & Recycling studies over the past 10 years, FEVE selected the key assets for the hallmark to communicate on (i.e., glass is natural, infinitely recyclable, preserves product quality and shows care for the environment and ourselves); they then developed some first ideas with the help of a creative agency. Tapping into the power of the crowd, we launched an open contest on our proprietary creator network eÿeka, asking the 400,000-creatives-strong network to also pitch their ideas for a hallmark that communicates on all the key assets FEVE had identified.
Next, the creative ideas were reviewed and by FEVE members, and they cast their vote. Their top 3 went up against the original ideas from the creative agency in a survey with 2,500 consumers across five European markets. These consumers were asked to assess each symbol’s ability to communicate the right message and assets of glass packaging.
In just 12 days, we received 130 ideas from creatives in 38 countries. Going up against the original ideas from the creative agency, the consumers rated the hallmarks generated by the eÿeka network higher across most KPIs.
The top scoring hallmarks were also cross-checked by FEVE within the food & drink packaging industry, ultimately selecting the winning hallmark from the eÿeka network ideas.
The hallmark was trademarked by FEVE and launched in November 2020.
Michael Delle Selve, Senior Communications Manager at FEVE
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