New tabs create tough image

Norwegian beverage company Mack has chosen Rexam Beverage Can Europe to create a unique polar bear cut-out tab for its newly designed Arctic Beer series.

Rexam worked closely with Mack to create a new can design that has a strong appeal to young urban males aged between 18-35, in particular positioning the series as a beer for the tough and adventurous. The can was produced at Rexam’s Plant in Fosie, Sweden whilst the unique tab was produced at Rexam’s end plant in Recklinghausen, Germany.

Following the addition of two new beers to the Arctic series, Arctic Ice and Arctic Lite, Mack commissioned a new design that could be carried across each product in the range. The new twist is the use of Rexam’s coloured cut-out tab as a subtle but effective way to take their branding to the next level. Mack chose the polar bear as a symbol to reflect the product.

Commenting on the decision to add a cut-out tab to the new cans, Eva Johnsen, manager of planning and purchasing at Mack, said: “We wanted the whole redesign to tie the beer to its Arctic roots, without being too obvious. The polar bear epitomises the image of the Arctic and its unique, harsh environment. The tab is a subtle addition but key to underlining our message that if you are tough enough to conquer the Arctic you are tough enough to enjoy Arctic Beer.”

Christian Nilsson, sales manager for the Nordic region at Rexam Beverage Can, added: “This is a great example of a simple idea adding value to a product. The Arctic Beer can is sleek and fresh, which perfectly represents the beer inside, whilst the polar-bear tab takes it a step further. Not only does it represent the brand, but helps to make Arctic Beer stand out from its competitors.”

The redesigned Arctic Beer went on sale earlier this year in Norway.

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