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O-I Glass’ Plastic Free Diet Cuts Out Unknown Plastic Intake

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Campaign from VaynerMedia encourages people to eliminate eating and drinking from plastic packaging

O-I Glass’ Plastic Free Diet Cuts Out Unknown Plastic Intake

Did you know that over the course of a week, people may ingest up to five grams of plastic? That is roughly equivalent to the mass of a credit card. 

While consumers are becoming more aware of their use of plastic, many aren’t aware that plastics can transfer known and unidentified chemicals into packaged food or beverages through a process called chemical migration

With this in mind, O-I Glass is going one step further and encouraging consumers to make a pledge to go plastic-free. Introducing the Plastic-Free Diet, one of the newest and most talked-about diets of the year – no "fad" included. 

The diet encourages people to eliminate eating and drinking out of plastic packaging for an entire week (at least) and prioritise choosing glass instead -- a pure and virtually inert packaging material. To introduce the Plastic-Free Diet to the consumer, O-I Glass is sharing a suite of videos and stills across their social media channels. Over the coming weeks, the brand will also partner with influencers to help spread the word. 

In addition, to instil better purchase behaviour, O-I Glass partnered with Instacart to launch an in-app activation allowing consumers to explore shoppable pages of glass-packaged food and beverage options. 

The aim is that the campaign reshapes consumer behaviour by developing a new habit of eliminating plastic. More people will be compelled to consider the packaging of their foods and beverages, and choose to eat and drink out of the purest possible packaging – glass. Ultimately, the one-week challenge becomes a longer-term lifestyle change. 

The campaign, created in partnership with O-I Glass’s Agency of Record VaynerMedia New York, launches today. 

Join the Plastic-Free Diet and find out more information HERE.


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Categories: Environment, Corporate, Social and PSAs

VaynerMedia, Tue, 31 Aug 2021 10:40:41 GMT