The can industry is reacting to the ‘mega trends’ of ageing, mobility, ecology and changing values, with individualisation the result of increasing social media.
A drinks can saying ‘Alex turns 40’ can now be printed with excellent quality and in small numbers for events, promotions and parties.
The plant at Hasloch is home to the latest digital printing technology, producing photorealistic, custom designs. A digital printhead applies images straight onto the surface at resolutions up to 600dpi. These images pass directly from computer to production line without any need to make up a printing plate. This saves changeover time and means every container can be printed at top quality with a different design. Right now, this is available only on the 33cl can, though it’s envisaged that the 50cl can will be available digitally printed in just a few years’ time.
“Our new technology gives customers completely new opportunities in terms of marketing, securing customer loyalty and gaining new customer segments,” said Werner Noll, manager product finishing at Ball Packaging Europe.
Listen to my interview with Werner Noll at this link.
Digital printing can serve as a tool for premium brands. For example, for events in cities such as London, Berlin or Paris, beverage cans can be printed ‘just in time’, with topical designs for the event concerned. Sponsors can also be visibly present on branded cans at sporting events (such as football clubs) or cultural events (music, film and theatre festivals).
Alongside promotional activity, digital printing also enables beverage brands to incorporate consumers’ own ideas onto the can design through online voting, or shopping, opening up further business opportunities. Perhaps city cans with metro maps? It would be good to hear your ideas.
Joint effort by Ball and Tonejet Ball Packaging developed the digital printing process jointly with its British cooperation partner Tonejet. Tonejet contributed a new printhead for precise printing of drinks cans, while Ball fine-tuned its production machinery for the new process.
Ball incorporated a prototype of the digital printing press into its standard production line at the Hasloch plant in spring 2009. The manufacturer can now print in parallel on this production line using the conventional relief method and digitally without halting or even slowing production. The digital prototype currently has an output of 120 cans a minute, set to rise to 200 cans a minute in future.
The finely tooled Ball resealable end solves the problem of how to reseal a drinking can once it’s been opened, to retain carbonation and prevent spills.
The production line for the BRE in Haslach is already working to capacity as global demand increases. Coca-Cola and Hansen have adopted this technology in the European and US markets. Ball also produces the Alumi-Tek Bottle and the Jumbo Cap Can.
Coca-Cola first sold its energy drink Burn in supermarkets and service stations in France in 2008. Burn in resealable cans is now available in the Netherlands and Switzerland, and at the end of 2009 Coca-Cola launched it onto the Mexican market. Also in 2009, Hansen introduced its Monster Energy drinks in 550ml Ball resealable cans in the US.
In September 2010, Coors Light and Ball introduced the premium beer Silver Bullet Aluminum Pint in Alumi-Tek bottles in the US. Monster Energy and Dub, an automotive lifestyle network, are using the Jumbo Cap Can, which offers a large surface for marketing, on the 950ml can.
Listen to my interview with Uwe Stoffels, marketing manager, at this link.
See the ‘Ball digital printing technology’ gallery here. You can also see my gallery of images from the visit to the two plants at this link.
Claire Phoenix is managing editor of Beverage Innovation magazine. Subscribe here.
© FoodBev Media Ltd 2024