The 500ml can design uses eight-colour HD printing to achieve a high quality photographic finish.
“Rexam provided us with support throughout the whole process and truly understood our objectives,” said Efes Rus marketing manager Natalia Elokhina. “The photographic quality of the cheerleaders featured is extremely realistic. The beverage can is also an increasingly popular format among our target demographic of young adult males. Working with Rexam therefore made complete sense.”
The Efes Rus cans are manufactured out of Rexam’s Naro-Fominsk plant and are available to consumers in the Russian market until June 2014.
The launch is supported by a marketing campaign in all sales channels.
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