Crown’s Flix technology used on cans of Tennent’s
Designed for premium promotions, including instant win campaigns, the triangular plastic disks clip underneath the base of beverage cans. Releasing the disks is easy: consumers simply use a coin, or another disk, to send it spinning from the can base.
Tennent’s, a well-known Scottish lager and part of the C&C Group family of brands, will mark the first application of this unique promotion tool with the launch of a “golden ticket” competition in Northern Ireland. The brand will incorporate Flix disks in the base of selected cans of lager, with winners receiving access for themselves and a friend to Tennent’s Vital, a music festival being held in Northern Ireland in August 2012. The winning disks will be also be used as a special entrance ticket, to be worn on a lanyard during the festival.
“When planning this year’s festival, we were looking for a fun, interactive way to create excitement, start building a buzz among attendees, and of course drive sales of Tennent’s,” explains Aisling Duffy, marketing manager at Tennent’s. “The idea of a “golden ticket” competition came up, and then we needed a smart way to execute it. Crown’s Flix technology was the ideal solution, as it lets us interact with our customers in a unique and entertaining way. We’re confident the promotion is going to be a huge success.”
Developed by Crown’s innovation team, Flix, which is patent pending, was a result of a creative development project, exploring ways to make beverage cans more interactive. The promotional opportunities the disks present are numerous, as they can be printed with brand logos, product information or other graphics. For added flexibility, multiple designs can be printed in a single run, offering brands the opportunity to create a collectible set of disks.
“Flix represents an exciting opportunity for beverage brand managers to leverage new technology and foster closer relationships with consumers at the same time,” says Katie Roselaar, new product development manager, Crown Bevcan.