Beverage Packaging

New Diet Coke Slim Can Generates Excitement on UK Retail Shelves

Today's consumers are demanding beverage containers that reflect their increasingly health-conscious outlook and on-the-go lifestyles. Industry demand for smaller-sized 150- and 250ml beverage cans is always on the increase across Europe, as consumers respond to both the smaller portions and enhanced convenience of these compact containers that are lightweight and can fit discreetly inside bags, purses or lunchboxes.

Coca-Cola Enterprises Ltd. turned to CROWN Bevcan Europe & Middle East for a creative promotional can that would tap into the rising popularity of both smaller sized and limited edition, promotional cans. These packages are often decorated with a variety of sporting events, celebrity and seasonal themes that draw attention in key markets.

The companies worked closely to launch four innovative slim cans that feature celebrity designs to raise money for the housing charity, Shelter.

Four leading female British music and television celebrities provided inspiration for images based on places where they find sanctuary. Designers at Crown worked to ensure that the full impact of these images could be experienced on a 250ml aluminum beverage can. Crown used its advanced can printing technology to turn these creative images into stunning can designs.

The unique slim cans have proven to be a successful promotional platform. The vibrant colors and glamorous imagery featured on the cans create significant point-of-purchase appeal. The high-gloss shine and reflectivity provided by the aluminum packaging perfectly showcase the lively designs. The smaller can size is attractive to young women - a key market for the 'diet Coke' brand. The can's decoration includes information about how consumers can raise money for the Shelter charity by logging onto a website to bid on one of four one-of-a-kind handbags also designed by the celebrities.