Appletiser cans go for a Rexam matt finish
Having already introduced matt over varnish in other markets Coca-Cola-owned Appletiser has begun using the technique in the UK to give its 330ml cans a more sophisticated look.
“By adding the matt over varnish, we create an impact at point of sale which highlights us in a busy market area and appeals to the sensory needs of our female, 25 – 45 year old target market,” said Andy Thompson, senior brand manager at Coca-Cola Enterprises.
Rexam first introduced matt over varnish in 2005. The technique involves the application of a matt finish onto the body of a can that has already been printed to give it a more up-market look and feel.
Five years after the launch Rexam is continuing to work on improvements. “At present we are working with brands to maximise the impact matt finishes can have and ensure our varnishes and inks work in harmony with the design of the can,” said Rexam innovation manager Stephen Howell.
