As the leading manufacturer in Austria, Vetropack is the main supplier of glass packaging to the domestic food and beverages industry.
Category: Direct Mail B2B Award: GoldCountry: Austria & Switzerland Agency: HartingerClient: VETROPACK

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Soap for a better world

The project

Every year, Vetropack is looking for sophisticated and fresh idea for direct mailings in order to remind clients and partners of Vetropack’s expertise in sustainable and high-quality glass packaging.

The Challenge

In this specific case, Vetropack’s initial idea of cooperating with a natural cosmetic manufacturer had to be translated into a mailing that highlights Vetropack’s expertise in glass packaging, and at the same time creates true value for the recipients.

The Solution

This led to a rather unusual Christmas mailing in the shape of a recycled beer bottle that was given a new purpose as a soap dispenser with naturally produced soap. The plastic free packaging concept intends to remind Vetropack’s clients of the manifold possibilities of how recycled products can create unexpected “wow-effects”. Adding yet another level of sustainability, the bottle came with a Call to Action on the back, asking for donations for a well-known charity. The “please refill” caption created sustainability in itself, despite the very simple low-budget implementation.

The Result

By picking up the current “retro trend”, the mailing relates on a very emotional level, making the gift a stylish interior item and with that creating true value for the recipients. And since usually a beer bottle comes in a sixpack, we transformed the sixpack into a “onepack” made of recycled cardboard with an illustration of a beer bottle on the front. A fitting coaster accomplishes this unique staging of a soap dispenser, creating a brand experience that manifests Vetropack as the perfect partner for glass packaging in people’s minds.