Addicted to glas. Heinz-Glas.
HEINZ-GLAS is one of Germany’s oldest family-owned companies and, as one of the largest bottle manufacturers, is a global player in the perfume and cosmetics industry. In order to reposition itself as a partner to its customers, the company sought an agency in 2014 to assist it in this process. HEINZ-GLAS found it on Lake Constance: Schindler Parent.
Positioning HEINZ-GLAS as an equal partner to the world’s leading perfumers required, above all, demonstrating that HEINZ-GLAS not only understands its customers’ language, but also speaks it itself. To achieve this, it was necessary to develop a tone of voice – and a visual language. This was achieved through numerous workshops and a continuous process that reached its first climax at Luxe Pack Monaco 2014 and culminated in the communication of the 400th anniversary in 2022.
Anyone who has been making nothing but glass for four hundred years is addicted to glass. But hardly any company would put it that way. HEINZ-GLAS does. The claim was born at one of the workshops that brought together participants from all areas of the company.
LIGHT – GLASS – COLOR
The new visual language showed the bottles for what they are: luxury goods and objects of desire in a play of light, glass, and color.
TRADE FAIR COMMUNICATION
The leading trade fair in Monaco was exactly the right place to showcase the new brand image, with an extravagant stand design that made representatives of the major perfume brands feel right at home. An invitation to the fair sent out in advance and an accompanying company brochure demonstrated the change. Three inserts on wood, slate, and leather showcase HEINZ-GLAS’s original application and design expertise as regional products.
EMPLOYER BRANDING
You have to be cut out for a glassworks. But then it offers more than just a job. It offers your future. That’s exactly what the employer branding brochure conveys, showing the people at HEINZ-GLAS in the same emotional and authentic way as the bottles did before: in their environment. Where the furnace glows hottest.
ANNIVERSARY COMMUNICATION
Then comes the anniversary in 2022. How old is the company? 400 years? Old? No: HEINZ-GLAS is young. Four hundred years young. And now in its 13th generation. Our anniversary communication sums it up perfectly: HEINZ-GLAS. 400 YEARS YOUNG.
MARKE & MARGE®
The comments from visitors to the trade fair were wonderful: “Wow” – “Very impressive” – “Tres beau stand.” Even better was that our biggest competitor stopped by in person to congratulate us on our repositioning. Best of all was that HEINZ-GLAS’s new image has positioned it among the top three bottle manufacturers.
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