Can maker Rexam has partnered with Coca-Cola HBC Italia to create a range of limited edition cans for the bottler’s summer Share a Kiss campaign.
The standard 330ml cans, created specifically for distribution in vending channels, use Rexam’s innovative Editions technology to print up to 24 designs simultaneously on a single pallet. The personalised cans display 12 different Italian terms of endearment – including amico, meaning friend; bello and bella, both meaning beautiful; and stella, which literally translates as star – and will encourage teenage consumers to Share a Kiss this summer.
The campaign follows in the footsteps of Coca-Cola’s I’ve Kissed… campaign, which the company launched in March to celebrate the centenary of its iconic contour bottle.
Produced out of Rexam’s plant in Nogara, Verona, are available until September in vending channels across mainland Italy. The Coca-Cola Italia Share a Kiss campaign will be supported with media advertising and in-store activations, the company added.
Coca-Cola HBC Italia brand activation manager Agnese Filippi said: “We have a great relationship with Rexam having worked with them on several projects in the past. Rexam’s Editions technology is perfect for bringing to life the Share a Kiss campaign, giving consumers a reason to engage with our brand over beverage competitors.”
And Rexam’s sales manager for Italy, Monica Mantovani, continued: “As with all Rexam and Coca-Cola projects, the process was a collaborative one. Our solid understanding of the brand and the campaign enabled us to produce stand-out cans that appeal to Coca-Cola Italia’s target market.”
© FoodBev Media Ltd 2020
World Beverage Innovation Awards – NOW OPEN FOR ENTRIES!
The awards celebrate excellence and innovation across the global beverage industry.
Don’t miss out on having your innovations recognised on a global scale.
Deadline for entry 11 September – enter now!