Rexam unveils beer can designs
Rexam has collaborated with Baltika #3, to create 990 different can designs for a first of its kind limited collection of beer.
Using Rexam’s patent pending editions technology, the design project, completed in three days, is the largest undertaken by Rexam to date.
The 50cl cans have Russian cities printed on an identical urban skyline graphic. The campaign running until December aims to promote Russian patriotism and encourages repeat purchases as consumers collect cans from different cities.
Malkiel Natalia, brand manager at Baltika #3 says: “We wanted to encourage national pride and unify our loyal Russian consumers across the country through the product itself. It was a tall order but we knew Rexam had both the design talent and the latest printing and manufacturing technology required to deliver. We’re excited to be embarking on such an ambitious marketing drive as this one and look forward to our customer feedback.”
Vitaly Polyvyaniy, customer fulfilment manager at Rexam Russia, explains, “Our longstanding relationship with Baltika #3 enabled streamlined working, resulting in a very efficient turn around in designs. Ensuring each city name was clearly visible on can and on shelf was key, but also presented out biggest printing challenge yet – with some names having up to 24 characters. Collaborative working with Baltika’s design team meant we were able to overcome this with ease.”
The cans are available across retail channels in Russia until December 2015.