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*Rexam has created a unique can for Finnish brewery Olvi using a 360º embossing technique that gives the can and the brand a completely new look, feel and improved shelf stand out. *

Olvi has used the technique on its cider brand Fizz Cooler and it has become the first brand the cider category to be using it.

360º embossing was launched by Rexam in Europe in 2007 and has been used by drinks companies across a variety of categories. Customers can choose from a wide range of different patterns to suit their brand.

Olvi chose a ‘golf ball’ design, which gives the can a punctured appearance. Not only does the can look different, creating increased shelf impact and visual stimulation, but it feels different, giving improved grip and encouraging consumers to drink straight from the can.

As well as using Rexam's 360º embossing, the Fizz Cooler cans use Illustration Impact – a Rexam printing technique. Illustration Impact gives enhanced colour definition and allows photo like images to be printed on cans.

The Fizz Cooler can is available in retail outlets across Finland and is aimed at females in the 25-40 age group. An outdoor and print campaign is supporting the launch as well as online advertising.

"As a brand, FIZZ Cooler is positioned as a refreshing and cool drink, and we believe that the golf ball embossing design reflects the image well,” said Fizz Cooler Product Group Manager Juha Wathen. “We wanted to create a completely new look for the brand and achieve shelf stand out as well as a competitive edge. Whilst a number of beer brands have chosen the embossing technique, the cider industry has seen very little in can shaping," Wathen added.

"Rexam's leading global position enables the company to deliver a broader range of value added products" said Rexam Beverage Can Sector Director Tomas Sjölin. "This is another example of how we are listening to our customers and responding with packaging solutions that help them build their brands and bottom lines."