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T H E  C H A L L E N G E


O-I is the world’s leading glass container manufacturer. They craft pure, sustainable, brand-building glass packaging for many of the world’s best-known food and beverage brands.

Our challenge was to create a strong employer brand for O-I to appeal to a new generation of glass professionals.

To uncover the credible reality of working at O-I and the most relevant stories for potential candidates, we conducted extensive global research. We interviewed senior stakeholders and potential candidates, orchestrated 12 focus groups across 10 countries and analysed 12 international competitors.

Based on the insights we gathered, we created 4 EVP pillars which summarises who O-I are as an employer.

  • Master Maker: their glass makers have honed their craft for over 120 years.
  • Touch Fame: their 6,000 direct customers include some of the biggest brands in the world.
  • Impact the Future: O-I are a Fortune 500 company and are growing all the time.
  • Feel Good Work: they work with glass; a material that is infinitely recyclable and sustainable.


T H E  S O L U T I O N


We condensed the underlying meaning of all our research and EVP pillars into one single line. The O-I identity, Employer Brand materials, and all communications to existing and potential employees would be formed by the positioning line:


Make What Matters.


At O-I employees can work towards what’s important. Like honing their craft, working with both big name clients and small craft businesses and creating something tangible which makes a difference in a sustainable industry.

We created a visual style and tone of voice for the O-I Employer Brand which brings to life our EVP pillars and positioning line in a distinctive way.

The principle for images is premium authenticity; using quality cinematic portrait photography to capture real people in their working environments and celebrating employer passion. Emotion is conveyed through words. Although headlines are not direct quotes, they are the voice of the people at O-I and captures their spirit and commitment to glass.

We activated the new O-I Employer Brand through a comprehensive suite of communication materials for both manufacturing and non-manufacturing audiences, including:

  • posters, press ads
  • event stands, pull-up banners
  • flyers
  • branded merchandise including bags and notebooks
  • digital banner ads
  • assets for social media channels.



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