thyssenkrupp highlights ‘material matters’ in new campaign

In August 2025, thyssenkrupp Rasselstein launched a new international advertising campaign to strengthen its brand perception, which will be seen in trade media and at trade fairs such as Metpack 2026 in Essen.

Under the claim “rasselstein Material matters,” Germany’s only tinplate manufacturer puts the focus on the products made from packaging steel: food cans, paint and aerosol cans, and crown corks. The particular strengths of rasselstein tinplate are illustrated by four motifs: premium quality, innovative strength, employee expertise, and the closed material cycle. The series is complemented by a fifth motif that strikingly highlights the advantages of packaging steel over multilayers cartons.

On each motif, appropriate symbols are embossed into the cans or crown corks, while the interior is turned outward to reveal the contents. The typical fill product becomes visible – for example, corn in the food can. The new claim replaces the previous tagline “rasselstein – for those who can!”

“The market has evolved, so it was time to adapt our campaign,” said Carmen Tschage, head of communications and market development at thyssenkrupp Rasselstein. “The new campaign shows that behind each of our products there is not only high-quality material but also the expertise of our employees. This interplay is crucial for our customers.”

The advertising campaign is aimed not only at existing tinplate customers but also at fillers who must choose between materials such as glass, plastic, or tinplate when selecting their packaging. thyssenkrupp Rasselstein remains the right partner here, because especially for complex products such as tinplate, in addition to material quality, technical consulting is a central decision criterion.

“We are one of the leading partners for all experts who know exactly what counts in packaging. With the expertise of our employees and thanks to the high efficiency of our innovative packaging steel grades, we find a reliable solution for every requirement of our customers,” said Tschage.

In addition to placement in trade media, the campaign will in future also be used for trade fair appearances, for example at Metpack 2026 in Essen. “However, the campaign not only strengthens awareness among our customers, but also identification internally. It shows what we stand for – top material quality, reliable service, and a clear stance on sustainability,” summarised Tschage.