Making Metal Packaging Personal – Part 4: Make Cans Entertaining

This is the last post in our series about different approaches brands can take to personalize their metal packaging. Revisit our posts about using packaging to:

• Meet demographic needs
• Engage customers through touch
• Enhance the customer experience

Entertainment Value Is Important

Even though consumers value functionality perhaps above all other packaging attributes, many are also expecting to be engaged or entertained by the products they buy. Packaging has a unique role to play in this respect as consumers typically interact with the package long after they select a product off the store shelf and bring it home.

Promotions That “Win”

Solutions such as our Instant Win™ technology allow brands to run promotions or competitions by means of the beverage can itself. A tag is concealed just beneath the ring pull on the beverage can end that confirms whether the consumer has won or not. Each label displays a unique code and is undetectable until the can is opened, affording brands a range of promotional opportunities.

Laser Marking Blasts Appeal

An alternative to physical tags, laser marking is another way promotions can be incorporated into beverage packaging. Given their placement and function, beverage tabs are pivotal to the drinking experience and are prime real estate for images or codes that reinforce a brand’s identity or messaging.

Using a focused laser, the top coating of the beverage tab – or the underside of a ring-pull – is removed in the required design, either to expose the clear coating beneath or reveal a second color of coating below. The result is the ability to depict fine text, logos or codes in conjunction with promotions and competitions.

Personalization Keeps You Competitive

Today’s world demands not only packaging that lends brands a competitive edge, but also a format that stands out to consumers, whether it be aesthetically pleasing, physically engaging or enhanced to improve consumption.

In order to engage consumers, brand owners, designers and retailers alike must put their best foot forward and utilize metal packaging innovations that are best suited to attract and delight in today’s bountiful marketplace.

Learn more about how Crown can make your metal packaging great.