Storytelling and educating through cans
Today, I received the news that Slovenian brewer Pivovarna Laško Union has initiated a marketing campaign for its Laško brand, using limited-edition cans made by Canpack, to mark the upcoming 2022 Winter Olympic Games in Beijing this February.
The move is set to raise awareness and highlight the potentially catastrophic impact of climate change on future Winter Olympics if our planet keeps heating up. The initiative to save the depleting number of icebergs globally incorporates an expedition from Slovenia’s capital Ljubljana to Beijing. The expedition team will carry with them a small piece of the Triglav Glacier, the national symbol of Slovenia, which is also the symbol of depleting icebergs globally.
To support the campaign, Laško beer has released a limited-edition Winter Olympics can to coincide with the games, as Urban Kramberger, senior brand manager from Pivovarna Laško Union, explains: “A can is packaging with a strong storytelling and communication potential and at Pivovarna Laško Union, we have used it to its fullest. Consumers are now becoming more engaged with environmental issues and being able to educate consumers via our packaging is a real honour.”
Canpack has produced the cans for the project and the design encourages consumers to find out more about the campaign via the interactive QR code.
Stephen McAneny, chief commercial officer, Canpack, said: “Canpack has supported Pivovarna Laško Union on its mission to save the glaciers by producing infinitely recyclable cans.”
“The use of Canpack’s Hi-Res effect captures all the details of the beautiful design, whilst the Thermo effect indicates the right drinking temperature and adds a surprising and engaging twist to the can.
“As a society, it’s important for us to combat global warming and act as ambassadors for the environment. As a partner of Pivovarna Laško Union on this project, we’re delighted to support the campaign’s outcomes to fully respect the planet we inhabit.”