The copywriting for this DMA Award-winning project came from a corker of a strategic brief from Armstrong.
Container glass manufacturers use Bucher Emhart Glass equipment to produce over 40% of the world’s glass bottles and jars.
Historically, ‘hot end’ forming (where the bottles are formed from molten glass) was a separate process to the ‘cold end’ inspection (where they check the bottles for defects).
Armstrong spotted that Emhart, as one of the only companies in the world to offer machinery for both processes, could integrate the two to achieve far greater production efficiency.
So, the technology was put in place. Where the ‘cold end’ could spot defects, automatically informing the ‘hot end’ to adjust their parameters. The end result being fewer defects and an increased pack rate.
Now for the brand.
Something the production systems and interfaces could all sit under. Something which would inform the industry that they could now experience total plant integration.
End to End.
This simple name, and subsequent creative work, helped to recalibrate the whole container glass industry.
The campaign featured visuals of the ‘hot end’ and ‘cold end’ machinery, and also products, customers and colleagues combining, under the line ‘Stronger Together’.
The end result was that End to End streamlined Emhart’s business internally: one company offering complete technology under one brand. It became the point of reference for all company decisions concerning investment, resource, technology and sales & marketing.
And since End to End, Emhart’s global market share has never looked healthier.