2019 Winners & Shortlists

Background.

Much of Lebanon’s waste consists of plastic that is rarely recycled. As such, Lebanon has the highest concentration of microplastics in its sea, in the world. Tons of plastic waste and other forms of pollution are taking a heavy toll on the country’s environment and people’s health. Meanwhile people continue to consume water with single-use plastics every day, adding to the problem. As a water brand, we had been campaigning against plastic for years, and we were the first to pioneer glass bottles and gallons in the region, as healthy, ecofriendly alternatives to plastic. We wanted to deliver a Christmas giveaway that would truly re-enforce our message of switching to glass as well as our positioning as a brand that is deeply concerned with the environment and the wellbeing of its customers. Our budget was $3,000 and we needed to create 200 giveaways.

Describe the creative idea.

We didn’t want our giveaway to be a “disposable” reminder of our anti-plastic mission. We wanted it to be a sustainable solution, which would help our customers choose glass and lead healthier, more ecofriendly lives with our brand. So, we redesigned an artifact which was on the verge of extinction—the traditional glass water jug or ‘ibrik’—bringing a healthy and ecofriendly drinking habit back to life. We reintroduced the ‘ibrik’ with a modern twist, making it from recycled glass with the last glass artisans. We then delivered these ibriks to our customers—families, businesses and organizations that are wellness-oriented and eco-conscious—with a message to celebrate their health, environment and heritage, by drinking from the ibrik. The giveaway demonstrated to customers that we share their values and are fully committed to them. It helped us forge a deeper connection with them and integrated our brand into their lives.

Describe the strategy.

The Christmas holidays are generally a time to thank customers for their business and “reward” them with freebies. But our customers, like us, are deeply invested in protecting the environment and nourishing their health; they don’t appreciate gifts that actually create more waste. That’s why we developed a meaningful gift that would help them make a difference for the issues they care about (the wellbeing of the planet and their health), while also reminding them of our unbreakable commitment to glass. Rather than reinventing the wheel, we dug deep into our past, showing our customers that health and eco-friendliness have always been a part of our heritage. At the end of the day, the greatest way to show you care for your customers is to make a positive impact in their lives, and that was our refreshing strategy.

Describe the execution.

In the true spirit of our brand, our ibriks were made of 100% recycled glass, rather than producing waste. By collaborating with a local environmental NGO, we identified the last glass blowers in Lebanon and worked with them to redesign the traditional glass jug, giving it a contemporary twist that would resonate with customers today. Even the cases the ibriks were packaged in were made of recycled wood and were fashioned with the expertise of local artisans. We produced 200 ibriks in total—reviving a traditional craft—and delivered them to the homes and offices of our biggest clients, with a heartwarming message which reminded them to celebrate the precious gifts we all share: health, nature and heritage. That’s how our ibrik became the greenest, healthiest gift of all. Because of the success of this initiative, we plan to produce ibriks for all our customers next year.

List the results.

The talaya ibrik made a splash with our customers and succeeded in motivating them to choose glass. Our customers proudly welcomed the ibrik into their homes and offices, which boosted the brand’s image. -In January 2019, there was a 33% increase in enquiries about our glass gallons line from current and new customers. -We witnessed a 20% conversion from plastic to glass subscriptions, among our current customers. -Hundreds of thank you calls and messages of appreciation poured in. Because of the success of this initiative, we plan to produce ibriks for all our customers next year.