Rexam reveals industry interest in taking Editions tech to Fusion bottles


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Rexam's Editions technology on show at Drinktec 2013
Rexam's Editions technology on show at Drinktec 2013

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Rexam says its novel Editions printing technology can be used with the firm’s aluminum Fusion bottle, which recently caused a stir with the Pepsi Beyoncé launch in Italy in August 2013.

Beyonce Bottle

Kym Hamer, marketing manager, new product development, Rexam Beverage Can Europe, explains to Ben Bouckley how the technology can benefit brands, in this exclusive podcast recorded in Munich.

Introduced in Brazil in July 2012, Editions is a patent-pending technology that allows Rexam to make 8-24 designs of the same label simultaneously on a single pallet – allowing customers to deliver several designs to one filling line.

This improves filling efficiency, with designs already mixed on the same pallet, and creates increased marketing opportunities for brands.

For instance, brands can incorporate names, landscapes, silhouettes and high definition images onto cans, lending greater variety to multi-packs delivered.

“It is a technology that works with the Fusion bottle [Pepsi version pictured left] and we have had quite a few requests about that on the stand today,”​ Hamer tells BeverageDaily.com.

Big opportunity for brands

Consumers make decisions throughout the day, Hamer says, and she notes a “really big opportunity” ​for brands – especially through social media platforms like Twitter and Blippar – to engage with consumer for a moment through bespoke packaging.

“Whether it’s through names on the Coke, or it could be sporting teams in the UK (that’s where I live, so it’s what I know about) seasonal campaigns, win promotions,”​ Hamer says.

“It’s limited only by the customer’s creativity and what they want to achieve out of their campaign. It’s always nice to have variety in packaging. But what’s the goal in the end, and how can we actually work with customers to do that?”​ she adds.

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