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Rexam has produced a new look and feel to a limited edition can for Latvian brewer Cesu Alus using registered embossing and 'Illustration Impact' for its premium beer cans.

Rexam's registered embossing technique enables customers to highlight specific details on the can, whether it be a face, logo or product name, while 'Illustration Impact' allows photo-like images to be printed on-can.

"Having used Rexam's embossing technology in the past, we were looking for a new way to promote the Cesu Premium brand and bring in new consumers," said Eva Sientinsone Zatlere, Chairman of the Cesu Alus Board. "Registered embossing offered the perfect vehicle for this."

Aimed primarily at men aged 25-40, the cans have been available in all retail outlets throughout Latvia since July 2008, and will be available for at least four months. Cesu Alus is the first company in Latvia to use registered embossing and 'Illustration Impac't on the same can, proving that Latvian consumers are embracing new and creative drinks products. The campaign is being supported by a nationwide TV and print campaign.

Marketing Manager for Rexam Beverage Can, Ann Bonner, expects the campaign to be one of its most successful yet for embossing. She believes that, "in the tough competitive climate, the ability to stand out on-shelf can make all the difference to drinks brands".