Canpack’s Multiprint technology used for 30th anniversary Bergenbier cans

Bergenbier, part of the Molson Coors portfolio and one of Romania’s most iconic beers, has marked the brand’s 30th anniversary by launching 30 unique can designs, signed by Ogilvy Romania and Creative Impact, using Canpack’s innovative Multiprint special effect.

Each can is a collectible “memory capsule,” celebrating the past three decades of friendship and shared moments enjoyed together.

The campaign, conceived by Bergenbier’s agency Ogilvy Romania, is anchored by the main umbrella concept “Bergenbier was there.” This idea – highlighting Bergenbier’s presence in the lives of Romanian friends over the last 30 years – is brought to life through the creative copy device “Mai Știi Când…?” (or “Do You Remember When…?”). The execution transforms the product packaging into an emotional storytelling medium: every can carries a unique design inspired by a shared memory, making the simple act of sharing a beer an invitation to revisit the past.

That ambition came to life through Canpack’s Multiprint technology. Capable of producing up to 24 variable designs in a single production run, Multiprint enables creativity at scale, making the production of 30 distinct anniversary cans for Bergenbier not only possible but simple and seamless.

Each design serves as a visual interpretation of a “Mai Știi Când…?” moment, like listening to music, a trip to the seaside or a football match. The cans are more than just cans, says Canpack: they are “joyous snapshots of moments and memories that shaped a generation.”

Bogdan Jianu, senior brand manager at Bergenbier, said: “Our 30th anniversary deserved more than the usual type of celebration. We wanted to create a tribute to the entire Bergenbier community. With our designs and Canpack’s technology, we’ve created something that speaks to the heart as much as to the eyes.”

Canpack’s Multiprint technology and guidance allowed Bergenbier to unlock a level of design diversity that reflects the brand’s rich cultural footprint, while maintaining consistency, print quality and shelf appeal.

The campaign’s impact has already been amplified through nationwide engagement. Influencers such as Puya and Iustin Chiroiu, social media contests and retro-themed activations have helped fans discover, collect and share their favourite cans. The result is packaging that doesn’t just stand out but also sparks conversation, emotion and community connection.

Lucian Costiuc, sales manager at Canpack Romania, commented: “Our collaboration with Bergenbier shows how packaging can transcend function. Through advanced technologies like Multiprint, we enable brands to tell stories in ways that resonate deeply with consumers.”