Crown collaborates with Island Records on “Shazamable” can

Record label Island Records has partnered with Crown Bevcan Europe and Middle East to launch what it claims is the world’s first “Shazamable” can for its Session IPA Beer.

The collaboration was recognised at the Annual World Beverage Innovation Awards, held in September at Drinktec in Munich, Germany, where the range won Best Can or Alubottle.

Island Records worked closely with Shazam to innovate with their “Visual Shazam” technology to enable consumers to connect instantly with three curated bespoke playlists featuring Island artists on Spotify, accessible by scanning the Shazam Code on the can with their smartphones.

Crown’s European Design Studio in Leicester, UK, worked on pre-press activities with Zappar, which provides the technology behind the Shazam Codes, to embed the logo into the final design. Crown experts then translated the fine details into a design that could be printed directly onto a cylindrical beverage can.

The cans are produced at Crown’s Braunstone, UK factory. A second design, for Island Records Beer Range Jamaica Porter, has already been launched alongside the Session IPA.

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