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Ball kicks into World Cup with personalized beer cans

By Jenni Spinner+

08-May-2014

Ball has produced custom variable-printed cans for a Croation brewery's World Cup promotion.
Ball has produced custom variable-printed cans for a Croation brewery's World Cup promotion.

Croatian beer brand Ožujsko Pivo is fueling football fever with variable-printed Ball cans saluting the national team.

Ožujsko Pivo, an official sponsor of the national team, has used Ball’s Dynamark variable printing technology to create 12 collectible cans, each bearing the names of top team players. The design features the red-and-white checkered pattern of the country’s flag, a jersey motif, and the names of Mario Mandžukić, Luka Modrić, and other star players.

Personalized packaging

Kendall Griffin, PR manager for Europe at Ball, told FoodProductionDaily the Dynamark printing technology can be integrated into any aluminum or steel can production line for simple packaging customization.

When using Dynamark, we adjust our decorator so a certain area of the can remains unprinted; this area is the customizable part, which means we can create up to 24 different, customizable variable icons that appear in the background color of the can, which can be alphanumeric signs, or images,” he said.

Distinctive decoration

Bosko Beban, brand manager for brewer Zagrebačka Pivovara, said Ball’s package printing method is poised to engage customers by standing out among all the World Cup hype.

We chose Dynamark because it combines customization with high production output. It will help make our World Cup football campaign unique,” he said.

Close collaboration

Griffin told FPD the can project was fuelled by Ball’s belief in forging close connections with customers’ brand teams for maximum packaging effectiveness.

We have learned this improves the exchange of ideas and both sides benefit from talking about the capabilities of certain value-added products as well as additional opportunities that arise from our product portfolio at the earliest possible project stage,” he said. “This ensures our customers use our product portfolio in the best possible way to create exciting and inspiring promotions for their consumers.”

Beverage benefits

Premium and craft beer brewers like Ožujsko Pivo are increasingly choosing aluminum over glass for their libations. According to Griffin, the material resonates with brand owners and beer drinkers alike.

Beverage cans and bottles made from aluminum are consumers’ favorite as they are unbreakable, space-saving, and cool down much faster than other packages,” he said. “Producers like them because they are impermeable to light and oxygen and therefore protect the beverage quality.”

Aluminum cans also offer sustainability benefits, Griffin told FPD.

They are light weight and save fuel during transport, and every single can is 100% recyclable and can be recycled infinitely with no loss of quality,” he said.

Cup cans

Ožujsko Pivo’s beer isn’t the only product catching World Cup fever by pouring into aluminum Ball cans. Griffin said the company is working on a number of projects tied to the sporting event.

In Germany, Coca-Cola has just launched their FIFA World Cup promotion with the names and signatures of our national teams’ players across all cans of Coke Regular, Light and Zero; it is a collectors’ edition of 24,” he said. “At the same time, there are some other projects in our pipeline with some of them close to market launch.”

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