Green & Sustainable Marketing
Eric Ryan, co-founder of Method, and Scott Potter, founding managing partner of San Francisco Equity Partners, discussed how Method has used the brand to change the consumer packaged goods industry.
O-I makes most of the world’s glass bottles and jars. But brand managers have been shifting to plastic, destroying O-I’s market share along with the health of our planet. The “Glass Is Life” campaign emerged from a subconscious love for glass to become a global sensation, targeting brand managers and their consumers.
Our challenge: elevate IBM green/energy efficiency solutions to the top of the IT agenda as well as demonstrate IBM’s leadership in these areas.