The glass is full
In categories in which product differences are virtually non-existent, the brands that succeed are those that create an image that resonates with consumers. Given the state of the glassware category, we believed Anchor Hocking had a clear opportunity to differentiate itself as the "environmentally friendly glassware company".
Proteus gave Anchor a revised position and identity, vital new packaging and a web site that delivered on the promise of environmentally friendly.
