Sustainable melting
ArmstrongB2B® partnered with SORG to support the launch of a groundbreaking advancement in sustainable melting technology. Designed to help major glass manufacturers melt more efficiently and with significantly reduced environmental impact, this innovation positioned SORG once again as a true industry pioneer. Our brief was to create a distinctive brand name and develop a communication strategy that would inspire the sector to embrace meaningful change.
Our strategic approach focused on simplicity and universal clarity. The name needed to work across languages, reflect the benefits for manufacturers and brand owners, and capture the growing demand for sustainable glass production. After extensive analysis of the market and the technology, we created a name that SORG could confidently own and lead with, establishing a strong foundation for the brand identity and launch campaign.
Creatively, we introduced a bold teaser animation and a striking advertising concept that hinted at a new wave of sustainable melting. The visual direction and messaging were designed to be powerful, memorable and adaptable across all channels. The full campaign is set to roll out globally, bringing this transformative innovation to the forefront of the industry.
Challenge
By developing the sustainability of its melting technology, SORG has once again proved itself as an industry pioneer. SORG’s revolutionary new concept will enable major glass manufacturers to melt more efficiently and sustainably. Our brief was to develop a brand name and devise a global communication strategy that empowered the industry to change.
Strategy
With any global branding exercise, simplicity was key. We needed a name that could work in any language and be easily understood in English. It had to reflect the benefits to the industry, the customer and ultimately the brand owner or retailer. They all want sustainable glass, and this new innovation goes a long way towards achieving that goal. SORG wanted to own this territory, much like the Hoover brand had for the vacuum cleaner. With the name now chosen, we set about creating the brand identity and overarching launch campaign.
Creative
We developed a short teaser animation earlier in the year and a dramatic advertising concept, hinting that a ‘new wave of sustainable melting’ was rising. Our visually striking and powerful messaging campaign will cover all channels and be executed around the world. All will be revealed soon.
