Encirc

Rebrand

Challenge

One of the UK & Ireland’s most prominent manufacturers had a confusing issue regarding its beverage filling offer. Originally called Quinn Glass, all divisions were part of the same group, but operated as separate companies. As well as filling glass with product, they could store and distribute it, yet the name didn’t accurately reflect their capabilities.

Strategy

To begin with, Armstrong conducted a global audit of customers. We identified that by bringing the container glass manufacturing and filling divisions together under the same brand, along with warehousing and logistics, we could immediately encapsulate a unique business offering – as the only company to provide a complete supply chain service.

Creative

The ‘Encirc’ name stood out well, as it reflected the 360 strategy of ‘encircling’ customers with everything they need. From a single source, brands large and small could procure glass, beverage filling and logistics. This unique proposition also proved to be the lowest carbon route to market in the world.

Result

Having rebranded and reignited a manufacturing giant, Encirc was unsurprisingly acquired in 2015 by the Spanish company Vidrala for an impressive €408m. What’s more, retailers are now requesting the comprehensive 360 strategy set by Armstrong.