BRAU BEVIALE 2014: PACKAGING INNOVATION FOCUS
Whistle-stop stand tour: Crown BevCan Europe & Middle East
Smartcan
This trademarked technology allows customers to scan a miniature QR code hidden under the end tab, before (in Crown’s words) “moving to interact with the brand online”. At the Crown BevCan stand at Brau this took the smartphone user to a screen where they were able to run a virtual scratch card to see whether they had won a prize.
Instant Win
UK cider maker The Shepton Mallet Cider Mill wanted to treat the customer who bought the one millionth can of Natch cider a prize, namely a crate of Natch cider.
Crown Bevcan Europe & Middle East has supplied one 500ml can with a tag that appears in the aperture once the package is opened, confirming that this was the winning can.
This campaign began in July 2014 and is running across both on- and off-premise channels, and involves 8,000 cases (192,000 cans) of Natch, as the brand tries to strengthen brand engagement in its key market, the Southwest of England.
Andy Cross, the company’s marketing manager, said the cider maker was always interested in “cost-effective ways to bring innovative promotions to our drinkers”, and added that instant results were a key purchase motivator when running on-pack productions.
Revamped European Design Studio
Crown says its revamped European Design Studio with pre-press and print technology will help customers turn creative ideas into market realities. The refit includes two new proofing machines and 3D digital proofing software to simplify the design process – showing customers a virtual representation of the can size, shape and decoration.
Global Vent, Crown Accents
Newly launched on the European market, this dual aperture end - which allows for venting of the drink – is designed to make pouring smoother, by 50%, Crown claims. Crown Accents is a similar kind of technology to Rexam’s Editions: it allows manufacturers to print different images and graphics during the same production run without significant changeover downtime – up to 24 different designs per pallet.
