Croatian beer brand uses cans to highlight endangered species
Croatian beer brand, Ožujsko, part of the Molson Coors family, has partnered with Ball Corporation to launch a collection of limited-edition cans intended to raise awareness of endangered species found in and around Croatia.
Ozujsko’s website provides information on the endangered species, their conservations in Croatia and by using its platform to be a voice for good, the brand uses the packaging to illustrate four animals that are in the most danger in Croatia; the wolf, lynx, dolphin and griffon vulture.
Working collaboratively with Ball, and agency BBDO Zagreb, four different can variations were designed, each focusing on one of the four animals. With the goal of making the can stand out as much as possible on shelf, the design features a gravure-esque illustration in full black intensity. Utilising a combination of Ball’s Thermochronic Ink and Dynamark technology, this effect was then transferred onto 500ml standard aluminum cans.
As part of the summer campaign, entitled “Protected by Law”, a sum of 0.50 HRK (60p) for each can sold will be donated to one of four non-profit organisations working to protect the species. A digital platform has also been created by Ožujsko to support the initiative, which provides more information about the campaign and tracks in real-time the amount raised through product sales and consumers can vote via a bespoke app for the animal trust they would like to contribute to.
Ivan Šuvar, consumer excellence director at Ožujsko parent brewer, Zagrebačka Pivovara, said: “Cans are becoming increasingly popular for packaging as they are fully recyclable. Using packaging that is sustainable matches our company values as we want to make a positive change.
“We chose to use our popular brand to voice awareness for endangered species. We partnered with Ball to create our cans to reflect the cause and raise awareness with consumers. We hope to raise €80,000 which we will donate to non-profit organisations responsible for the species preservations.”
Jovan Jovanovic, sales manager at Ball, said: “As an innovative and sustainable company we feel incredibly inspired to work with brands like Ožujsko, who use their platform to raise awareness about important causes like endangered species. By choosing cans for their packaging, they’ve not only increased their sustainability credentials with a format that can recycled over and over, but also enabled the stunning designs to be brought to life on a 360-degree canvas.”
The “Protected by Law” cans are available now in Croatia. For more information, visit: https://www.zasticenezakonom.ozujsko.com/.