The goodness of glass promoted in new campaign

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The first TV execution shows an attractive woman sashaying up to a bar in a trendy nightclub and ordering a drink. The barman picks up a glass and launches into some complicated flaring in order to impress her, but she dismisses his advances and selects the glass bottle instead.

Janine Loftie-Eaton of Consol says, "People believe things appear more stylish and taste better in glass. The advertisement invites the consumer to experience the Consol brand, and develop a preference for products packaged in glass."

Timeless

She says in addition, the commercial clearly depicts the timeless elegance of glass, not only as the purest, but as a fashionable and sexy accessory: "Its good, it's in glass."

The second commercial was filmed at Diaz Beach, Cape Point, chosen for its wild and untamed environment. A huge bottle is drawn in the sand, which washes away as the waves roll over it.

"We needed to illustrate that glass is 100% natural and recyclable, and this commercial does exactly that," says Loftie-Eaton. "Glass takes nothing and it leaves nothing behind, and this commercial speaks to the environmentalist in all of us."

Logistically, she says the commercial was a real challenge to produce. "The bottle itself was about the size of a rugby field and about a metre deep, never mind having to contend with the tides and waves constantly washing the bottle away."

Moreover, Diaz Beach is a nature reserve, so there could be no trace of footprints or the filming process on completion. All equipment had to be hand carried, up and down 900 stairs about six times a day.

She says the commercial fitted in well with Consol Glass's recycling efforts that have proven to be effective in reducing the need for natural resources and energy. "Recycling is critical to saving our resources and the environment."

Pure

The print campaign comprises seven executions, dubbed Milk, Sunflower, Oranges, Wine, Beach, Nightclub and Waterfall. "We wanted to communicate the pure and natural qualities of glass, while reflecting our positioning of 'Its good. It's in glass.'

"To achieve this, we utilised glass jars and bottles against pristine natural environments, such as a waterfall. The elegant glass bottle is positioned in such a way that it appears at first as if the waterfall is gushing straight from the glass bottle itself."

Loftie-Eaton says the message is compelling - for the freshest, purest tasting water, insist on glass. "This powerful selling proposition definitely fuels consumer demand for products in glass. Not only is it elegant and pure, but the environmentally responsible choice."