Ball Corporation: Connecting consumers to a revolutionary everyday product – the Ball Aluminum Cup

Ball Corporation, an aluminum brand, launched the Ball Aluminum Cup (BAC) in the US to combat the environmental catastrophe of plastic cups ending up in landfills, and increase sales, product awareness, consideration and affinity.


We know there is a critical plastic issue: many plastics are never recycled, or cannot be, and end up in landfills. Aluminum, on the other hand, can be recycled an infinite number of times. So Ball Corporation created the most disruptive product in the history of disposable cups: the Ball Aluminum Cup (BAC).

The BAC looks premium, provides a cool drinking sensation, and is more durable than plastic cups. It's just a better disposable cup that doesn't harm the earth. But it had a small budget and big goals. Somehow, it had to break through to the right people...

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