The glass industry is facing unprecedented challenges in decarbonisation throughout the entire supply chain. As technology providers, glassmakers, fillers, logistics and brand owners unite to meet net zero targets by 2030, the sector must look at new ways to reduce emissions with alternatives to fossil fuels and pioneering technology to advance the melting process.

Over the last 10 years, we have seen increasing emphasis placed on sustainability within businesses we work with. Giving sustainability an identity within any organisation not only puts more focus on the matter, but it also brings more value to your brand. Pioneers lead their industry and set a precedence for others to follow. Naturally, sustainability has financial implications. But with soaring demand for sustainable products, retailers, brand owners, glassmakers and technology providers that innovate and deliver sustainable solutions will be recognised as a partner for the road ahead.

Sustainability credentials with substance

It is vitally important that efforts to improve sustainability credentials have substance. Not only must they have a lasting commitment to our planet, but they must come from a place of genuine care, because cost can no longer be the only driving force behind sustainable choices.

Armstrong works with leaders at almost every part of the glass production process, from batch house to furnace, forming to inspection, as well as container glass manufacturers. We’re extremely aware of how important sustainability is to our customers – not just for their business’ success, but for their customers, the wider supply chain and for the benefit of the planet.

We’re also aware of just how difficult it can be to transform a large business. No matter how dynamic and progressive it is, the fact remains that manufacturing cannot afford a hard stop to allow for a complete overhaul of technology. Large multi-national businesses require time, planning and creativity if they are to create long-term change.

Working with SORG

One of our clients is Nikolaus SORG, part of the SORG Group. As a pioneer in glass melting and conditioning technologies, it’s always been a priority for SORG to lead the way, and the business has invested heavily in research and development, launching its first zero emission all-electric VSM [vertical segmented melter] furnace in 1972. This journey has been a key differentiator for SORG and has been crucial to its success over the last 50 years. SORG has never stopped innovating. Advancing sustainable melting through research and development, SORG has delivered countless innovations to the industry.

“Sustainable melting is a core focus for our research and development efforts at SORG,” explained Dr. Hartmut Hegeler, the company’s Marketing Manager. “For decades, the business has sought new and innovative ways to use less energy, reduce emissions and offer the best performing furnaces that endure the most demanding conditions. We continue to invest in the development of our technology to deliver the most advanced furnaces in the world that achieve no and low emission melting.”

In 2021, SORG pioneered the industry again, with its latest innovation – a hybrid furnace for large scale glass production, which is a further development of the all-electric VSM furnace, combining the very best in electric and combustion technology capable of reducing emissions by up to 80%.

CLEAN Melter launch

To support the product launch of SORG’s new technologically advanced furnace that answered the call for low-emission, large-scale glass production, Armstrong focused on building a story: communicating SORG’s sustainable history and positioning the company as the natural partner to help glassmakers navigate the changing world and meet their own sustainability objectives. We developed a two-year phased campaign that started with a celebration of SORG’s 50-year commitment to sustainability by highlighting the anniversary of the original electric furnace: the VSM.

In developing a multi-channel approach that ensured the campaign reached far into the sector, we built enough momentum to launch the new SORG hybrid melting concept: the CLEAN Melter – the world’s first furnace for larger tonnages, capable of pulling large volumes of low carbon glass every day (which has previously been a challenge for high volume production facilities), using up to 80% electric energy. The all-new CLEAN Melter can combine green electricity that has been generated from renewable sources and blue and green hydrogen as a replacement for carbon intensive fossil fuels, delivering the most sustainable furnace available for large scale melting – as well as benefits in efficiency and quality.

Again, Armstrong focused on building an outreach strategy that would find audiences in multiple places at once. Incorporating 3D, video, bespoke websites, webinars, press articles and adverts, the campaign reached throughout the world.

This project was about changing the face of glass melting for good and demonstrating SORG’s role in the industry’s changing approach. Marketing played a vital role in sharing this important corporate development and making it a success globally.

New campaign

As we move through 2022 and beyond, SORG’s sustainability has evolved again, now focusing on communicating the company’s dedication to propelling the entire industry forward. We have recently launched the Sorg Mission EMISSION campaign. This campaign encapsulates SORG’s unwavering commitment to the global glass industry. By combining sustainable technology from their existing portfolio, recently launched low emission innovations and a clear vision for future developments – SORG has provided the industry with a pathway to melt glass sustainably and at scale.

This is the key to it all: sustainability campaigns must be ongoing, with a clear horizon for your stakeholders to follow; they must have substance, and they must be well-communicated and have a clear identity within an organisation. Sustainability is no longer an opt in, it’s a must have.

Image: Daniel Owen and the SORG CLEAN Melter – hybrid furnace.

VSM and CLEAN Melter are registered trademarks of Nikolaus SORG GmbH & Co. KG