New logo to promote beverage cans in Germany

Ball Packaging Europe has created a new logo that communicates a core message related to beverage cans.

Designed for the German-speaking market, the logo combines the words ‘Ohne Ende gut’ – which roughly translates as ‘endlessly good’ – with the mathematical symbol for infinity. The words and design mark will feature in Ball’s future marketing communications – in leaflets, online and in advertising.

The public and consumers in Germany still tend to have more reservations about beverage cans than in other countries. This is why Ball is introducing a logo that carries a double meaning that mirrors the two key benefits of the can: First, cans are the best form of protection for a beverage. Second, cans are endlessly recyclable without loss of quality.

The new slogan will be used and broadcast both in B2B advertising and on platforms such as Facebook and YouTube. Ball provides more in-depth information on its website and in leaflets. The slogan and the logo were tested first in a representative consumer survey showing that consumers got the double meaning straight away.

“Unlike in other countries, many consumers in Germany have misconceptions about beverage cans and underrate their environmental performance. Our new slogan is an attractive way to get people thinking,” says Benoit Hirszowski, marketing director at Ball Packaging Europe.