Rexam reveals industry interest in taking Editions tech to Fusion bottles

By Ben BOUCKLEY contact

- Last updated on GMT

Related tags: New product development, Social media

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.

Related news

Show more

Related products

show more

Unlike Any Other Turmeric

Unlike Any Other Turmeric

Applied Food Sciences | 15-Jan-2020 | Technical / White Paper

As consumers are craving complex flavors, bright colors, and more transparent labels, Applied Food Sciences is bringing this golden-yellow spice to products...

The Importance of Cascara Coffee Fruit

The Importance of Cascara Coffee Fruit

Applied Food Sciences | 06-Nov-2019 | Product Presentation

To be a pioneer in the coffee industry, it requires the pursuit of doing good. What if you could bring value back to the more than 20.5 million tons of...

When even a good insight is not enough.

When even a good insight is not enough.

CANPACK | 01-Nov-2019 | Product Brochure

Launching a new product or brand on the market is always a big challenge. Many ideas, including the seemingly good ones, are not successful. But then there...

Accelerate your supply chain as pressures intensify

Accelerate your supply chain as pressures intensify

WRBM - Healthy and Natural | 17-Sep-2018 | Technical / White Paper

Food, Drink and Non-Food manufacturers are under pressure. Range reviews, massive retail mergers, the backlash against plastic packaging and the ongoing...

Related suppliers

Follow us

Featured Events

View more


View more