Premium Pils from Karlsberg now available in 568 ml beverage cans from Ball – “Under-the-tab” printing adds edge to precision-targeted promotion
Fans of Australian heavy metal band AC/DC get ready to rock: Karlsberg Brauerei has completed the launch its newly designed cans for AC/DC Premium Pils. Under each tab is an individual code that fans can use to buy attractive devotionalia or bid for prizes. The precision-targeted promotion cans are manufactured by Ball Packaging Europe, one of Europe”s biggest beverage can producers, and they are now on sale in Germany.
The new AC/DC can is a real point-of-sale eye-catcher, and not just because of its true-to-life Australian “pint” size (which equates to 568 ml or 19.2-oz. American!). There is also its unique design. Against the can”s jet black, matt printed background, the famous AC/DC logo is lit in almost luminous red. Just behind it is the silvery cover of the group”s latest album “Black Ice.” And the red metal tab on the jet black end completes the sleek look of this rocker beer-locker.
Aside from the design, the prizes that purchasers can possess are also destined to rock. Under each can tab is a code that gives its user 50 “lightning bolts,” the currency of this promotional campaign. Bolts thus acquired can be used to either buy AC/DC fan shirts, music and the like, or to bid for attractive prizes in a series of auctions – with all transactions handled by the EMP Metal Mail Order Shop.
Individual design, audience-aligned marketing
The promotional codes are applied to the AC/DC cans by Ball using its “under-the-tab” printing technology. This involves the use of a laser, enabling numbers, graphics or symbols to be quickly inscribed within an extremely small area. But printing under the tab is just one possibility offered by the beverage can producer to its customers for individually marking such metal packages. With the DynamarkTM printing process, cans can be provided with up to 24 different designs in one production run. And the use of augmented reality or QR codes additionally allows customers to access offline or online reality experiences. “Beverage cans offer enormous scope for effectively targeted, creative advertising or promotional campaigns – and are right at the cutting edge of the personalization trend,” explains Benoit Hirszowski, Marketing Director at Ball Packaging Europe. “Not least because they are an ideal vehicle for communicating the brand identity of a product in an individual and strikingly modern manner.”
Taking the AC/DC can around the world
The fact that AC/DC Premium Pils in a can has hit home with the intended target group since its launch last year is emphatically demonstrated by one particular fan response. Toward the back end of 2012, AC/DC fan Christian Spurk initiated a world tour for an empty AC/DC can. In the intervening period, the can has been right across Europe, through Australia and across the USA, as documented in a photo travelogue published on various social websites (see also: www.dosionair.de). And at the end of its globetrotting exploits, there is a place of honor waiting for it at the AC/DC Museum in the Austrian town of Ternitz.
The new AC/DC can is currently available in Germany, Switzerland, Austria, Luxembourg, Romania, Sweden, Russia, Spain, Chile and Canada.
For printable photo material click on this link…
Caption: Ball Packaging Europe manufactures the new, uniquely designed and audience-targeted AC/DC can marketed by Karlsberg Brauerei.
You can see more of the AC/DC can”s world tour on Dosionair…
Ball Packaging Europe
Ball Packaging Europe is one of the leading producers of beverage cans in Europe, headquartered in Zurich, Switzerland. Ball Packaging Europe employs 2,800 people and has 12 production locations in Germany, France, the Netherlands, Poland, Serbia, and the United Kingdom. The company is a subsidiary of Ball Corporation, which manufactures high-quality metal packaging for beverage, food and household products, and also provides aerospace and other technologies and services, primarily to the U.S. Government. Ball Corporation and its subsidiaries employ approximately 15,000 people worldwide and reported 2012 sales of more than $8.7 billion.
This release contains “forward-looking” statements concerning future events and financial performance. Words such as “expects,” “anticipates,” “estimates” and similar expressions are intended to identify forward-looking statements. Such statements are subject to risks and uncertainties which could cause actual results to differ materially from those expressed or implied. The company undertakes no obligation to publicly update or revise any forward-looking statements, whether as a result of new information, future events or otherwise. Key risks and uncertainties are summarized in filings with the Securities and Exchange Commission, including Exhibit 99 in our Form 10-K, which are available on our website and at www.sec.gov. Factors that might affect our packaging segments include fluctuation in product demand and preferences; availability and cost of raw materials; competitive packaging availability, pricing and substitution; changes in climate and weather; crop yields; competitive activity; failure to achieve anticipated productivity improvements or production cost reductions; mandatory deposit or other restrictive packaging laws; changes in major customer or supplier contracts or loss of a major customer or supplier; political instability and sanctions; and changes in foreign exchange rates or tax rates. Factors that might affect our aerospace segment include: funding, authorization, availability and returns of government and commercial contracts; and delays, extensions and technical uncertainties affecting segment contracts. Factors that might affect the company as a whole include those listed plus: accounting changes; changes in senior management; the recent global recession and its effects on liquidity, credit risk, asset values and the economy; successful or unsuccessful acquisitions; regulatory action or laws including tax, environmental, health and workplace safety, including U.S. FDA and other actions affecting products filled in our containers, or chemicals or substances used in raw materials or in the manufacturing process; governmental investigations; technological developments and innovations; goodwill impairment; antitrust, patent and other litigation; strikes; labor cost changes; rates of return projected and earned on assets of the company”s defined benefit retirement plans; pension changes; uncertainties surrounding the U.S. government budget and debt limit; reduced cash flow; interest rates affecting our debt; and changes to unaudited results due to statutory audits or other effects.
Ball Packaging Europe
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