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

‘Endless Chorus’ sees well-known celebrities give life to a glass bottle in a bar and sing to its customers, in a bid to reinforce awareness on the unique environmental assets of glass packaging. Glass has endless lives and it can be 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.

The Danish band The Bottle Boys teamed up with one of UK’s most successful rapper and comedian, Ben Bailey Smith – aka Doc Brown – to do a series of covers on iconic hits of the last 10 decades (1910s-2000s). They bring to life the likes of Louis Armstrong, Fats Domino, Petula Clark, Kool & the Gang, and Peter Bjorn and John for a mashup highlighting the different lives of glass and its sustainable benefits. The endless lives of glass come together when our ‘singing bottles’ take bar customers by surprise and ask them to join them on their musical journey through the decades.

The ‘Endless Chorus’ campaign is part of a wider communications programme to showcase the benefits of glass and builds on a recent Europe-wide independent survey, commissioned by Friends of Glass alongside research agency InSites. The study found that while overall, 85% of Europeans would recommend glass packaging to their friends and family, millennials are less aware of the benefits of glass packaging.

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

This video was recorded in a bar frequented by international students in Brussels, Belgium.

To view the ‘Endless Chorus’ video content subtitled in different languages, check out the following link:

Choose Glass. Recycle Glass. Love Glass



Notes to Editors

  • Doc Brown and the Bottle Boys are available for media interviews on request.
  • The independent survey was conducted by InSites, on behalf of Friends of Glass. 17,377 European consumers in 11 countries were questioned about their perception and usage of glass packaging. The survey included a first sample size of 13,054 Europeans between 25-65 years old, with a focus on women (75% of surveyed consumers). The second sample size included 4,323 Europeans between 16-24 years old.

About Endless Chorus

The ‘Endless Chorus’ 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 buying packaged food and drink products 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 over 116,000 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

For more information on the ‘Endless Chorus’ campaign, visit

For more information on the InSites survey, see here

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