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The Europe-wide Friends of Glass initiative recently launched their ‘Endless Lives of Glass’ campaign to share the story of glass recycling and sustainability in an engaging, educational and humorous way.

‘Endless Lives of Glass’ sees well-known comedians from across Europe give life to a glass bottle on retailer shelves and talk with shoppers, in a bid to reinforce awareness on the unique environmental assets of glass packaging. Glass is endlessly recycled into new bottles and jars. This means no waste as well as less raw materials, energy and pollution. It is also the best packaging choice for consumer health and flavour preservation.

From Sally Phillip’s witty humour in the UK to Christophe Beaugrand’s charming French persona, and Diego Abatantuono’s unique voice in Italy, our ‘talking bottles’ took ordinary local shoppers by surprise, to highlight the many sustainable benefits of glass.

The ‘Endless Lives of Glass campaign is part of a wider three year project to showcase the benefits of glass and builds on a recent Europe-wide independent survey, commissioned by Friends of Glass alongside research agency Respondi, which found that 82% of respondents claim to always recycle their glass packaging. When investigated in more detail, over 94% of participants recycle their household packaging material, including glass and other items.

Created by Illustrious, a UK sound technology company headed up by Martyn Ware, formerly of the band Heaven 17, the innovative ‘talking glass bottles’ are made of 100% glass and feature a 3D-printed base retrofitted with Bluetooth technology to capture surround sound

This content series was recorded in supermarket stores in France, Germany, Italy, Poland, Spain and the UK.



To view all the Endless Lives of Glass video content, check out the following links:

UK ft. Sally Phillips:

France ft. Christophe Beaugrand:

Germany ft. Kaya Yanar:

Spain ft. Ramón Langa:

Italy ft.  Diego Abatantuono:

Poland ft. Bartek Jędrzejak:

Choose Glass. Recycle Glass. Love Glass!

To join us in the quest for a cleaner planet with glass, become a friend on Facebook and follow us on Twitter for always more information.


Notes to Editors

  • Our campaign ambassadors and comedians are available for media interviews on request.
  • The independent survey was conducted by Respondi, on behalf of Friends of Glass. 8,000 European consumers in 11 countries were questioned about their recycling habits to garner insights on the recycling behaviour of European citizens.

About Endless Lives of Glass

The ‘Endless Life of Glass’ campaign tells the story of glass recycling and glass’s environmental and socio-economic benefits in an engaging, educational and humorous way. The campaign raises awareness of the environmental benefits of Glass, encourages consumers to make an educated choice when choosing packaged food and drink products in the supermarket and to be part of the recycling initiative by bringing their glass items to their nearest bottle bank.

About Friends of Glass

Friends of Glass started in 2008 as an awareness campaign for glass packaging. It was created by FEVE, the European Container Glass Federation, an international not-for-profit association representing glass packaging for food and drink, flacons for perfumery, pharmacy and cosmetics and glass tableware makers. At almost 94,000 people, Friends of Glass unites a community from different countries in Europe and beyond who are convinced that glass is an ideal packaging material because of its unique environmental, economic and family-friendly benefits. Individuals, national organizations, agencies and companies that believe in the sustainability credentials of glass are also proud members of the community. Countries involved include United Kingdom, France, Germany, Italy, Spain, Austria, Switzerland, Poland, Croatia, Czech Republic, Slovakia.

About FEVE

FEVE, the European Container Glass Federation, is the association of European manufacturers of glass packaging containers and machine-made glass tableware. The federation represents the glass container industry at an international and European level, serving as a forum for examining common questions. FEVE maintains a dialogue with the European institutions and agencies on environmental, trade and other important issues relevant to the industry. The federation promotes glass packaging and glass recycling, complementing the activities of the glass industry at a national level.

For further information, please contact:

Michael Delle Selve, Senior Communications Manager, FEVE,, +32 (0)2 5360080

Alexander Lazarou, Weber Shandwick, +32 (0) 2 894 90 14,

For more information on the ‘Endless Lives of Glass’ campaign, visit

For more information on the Omnibus survey, see here

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