Alex Clere spoke with Matt Twiss, the marketing manager for Crown Bevcan Europe and Middle East, about the can finishes the company had showcased at 2018’s BrauBeviale.
Included in the design solutions were six additional finishes. The company stressed their focus on tactility and connectivity with consumers, which aims to enhance the versatility of beverage packaging.
With the rise of craft beer, Twiss agreed that it is important for brands to stand out but also to engage with consumers.
He explained: “Particularly in the craft market, where they may employ standard cans such as 33cl or 50cl sizes due to availability in terms of can sizes and filling equipment, they really rely on having differentiation on the can.
“The visuality and differentiation with cans can really help a craft brand to stand out.”
Twiss also noted how, in choosing metal cans, customers can tap into messages of sustainability: “One of the big benefits of metal beverage cans is the 360-degree area where you can brand the can, a much bigger surface area than any other packaging substrate.
“This is a sustainable solution; it is recyclable with no loss in quality. As soon as you recycle a beverage can, it could become another beverage can within 60 days.”
Crown is now offering more ways for customers to communicate on-pack messages with temperature-reactive technology. Twiss demonstrated the photochromic, thermochromic, and Reactinks solutions Crown was showcasing at BrauBeviale.
As he gave a visual demonstration, Twiss elaborated on the photochromic finish: “With a normal, ambient environment, the can is a standard print. But if you take the can outside, you will see an effect as the inks react to heat, and the colour comes out.”
With the thermochromic finish, the same effects are created, instead reacting to a drop in temperature as opposed to a rise in one.
Twiss explained: “As you chill the can down to a temperature below six or eight degrees [celcius], i.e. a fridge environment, the can will colour up and you will see an image appear.
“This is interesting from a brand perspective as it allows them to interact with the customer at the point of consumption. As you drink the beverage, the top of the can will have the colour disappear, whilst the base of the can remains coloured.”
Reactinks is a combination of both of the aforementioned effects. Twiss noted how consumers can personalise these designs, emphasising the need to supply options in packaging for differentiation.
“What’s really cool about this can is if you put your fingers over it while consuming it, and take your fingers back off, it leaves a fingerprint. This enables direct interactivity with the brand from the consumer.”
Presented and edited by: Alex Clere
Copy by: Harriet Jachec
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