Crown and WD-40 launch cans in support of US troops
Crown Aerosol Packaging North America has teamed up with WD-40 to launch a limited edition series of collectible cans to honour American military forces.
The series consists of four different designs. Three depict air, sea and land themes while one combined graphic showcases all five military branches, including the Coast Guard.
A key hurdle to the success of the program was ensuring that WD-40 customers would receive a thorough mix of designs, allowing consumers to collect the entire series. This was done through a “jumbled” plate approach – where all four designs were placed on a single printing plate.
WD-40 Company will donate 10 cents per can purchased to three military charities: Armed Services YMCA, Wounded Warrior Project and Veterans Medical Research Foundation. Crown will also make a donation to each of the charities.
The typical printing process for aerosol cans – where a single graphic design is printed on a flat sheet of metal that is later sheared into strips that serve as the foundation for individual body blanks – would have forced contract fillers to sort the designs by hand before shipping. To eliminate this labour intensive, manual process, Crown proposed a “jumbled” approach that would place all four designs on a single printing plate, guaranteeing that designs would be pre-mixed on pallets being shipped off to various contract fillers around the US.
“Given the times we’re in, supporting our troops was an initiative that resonated with our entire organization,” explains Mike Freeman, division president – The Americas, WD-40 Company. “We turned to Crown, a partner of ours for more than 20 years, to help us bring this fundraising effort to market. While an inherently simple idea, the jumbled printing plate solution demonstrates the innovative thinking Crown brings to its customers.”
Printed using a four-color process, plus spot usage of WD-40’s signature blue, Crown’s graphic experts provided support in a number of areas including colour correction and blending. Crown’s team also ensured that common design elements across the four graphics, such as the military stars, had the same level of intensity.
“Crown is proud to be a part of a campaign that supports the men and women serving in the armed services around the world, as well as their families,” says Jim Wilson, president, Crown Aerosol Packaging North America. “The campaign also demonstrates our commitment to going the extra mile for customers to make any packaging project a success.”
The Support Our Troops campaign was launched on March 1, 2011 and will run through until the end of May.