The campaign aims to showcase the unique qualities of glass – and its unmatched ability to build food and beverage brands – as well as to highlight the emotional bond consumers have with glass. Céline, the granddaughter of ocean explorer Jacques Cousteau, is one of a number of high profile people, including CEOs, brand owners and chefs, who are supporting the international Glass is Life™ campaign by voicing their personal reasons for preferring glass packaging. Céline prefers glass because it is natural, healthy and sustainable.
With her family’s heritage in ocean conservation, as Céline Cousteau grew up, she integrated the ocean into her professional life by becoming a voice for the environment. Dedicated to raising awareness of the need to protect our planet, Céline seeks to educate and inspire through her many filmed expeditions around the world. Céline has worked as a field producer, on-camera presenter and photographer on numerous television documentaries. She is also founder of CauseCentric Productions, a non-profit organization that produces short documentaries about the efforts of grassroots organizations and individuals to find solutions to environmental and cultural challenges.
An advocate of sustainability throughout her career, Céline believes that when it comes to packaging, there is only one choice. “Glass comes from nature – it’s made from sand, limestone and soda ash,” she says. “It’s safe for human life and ocean life. And it is endlessly recyclable, so it is sustainable for our blue planet.” In her video for the Glass is Life™ campaign (see: www.youtube.com/glassislife#p/u/4/m-_2UK8Eryo) she explains: “When I look at glass packaging, and I look at plastic packaging, for me the glass packaging is just cleaner. It’s healthier. Also, it’s more beautiful… Because it’s made from all natural elements, it doesn’t leach any chemicals back into the environment. And it’s infinitely recyclable…If you’re really thinking about your health; if you’re really thinking about the environment; glass is the better choice.”
The Glass is Life™ campaign is running across print, online and social media channels in Europe, North America, Latin America and Asia Pacific during 2011.