Ball Packaging Europe has developed Dynamark, a new design and print process for metal cans that enables beverage producers in Europe to obtain 24 different can designs in a single production run.
Using Dynamark, product branding and marketing features such as logos, portraits, graphics and messages can all be changed and modified to appeal directly to a targeted audience and grab the consumer’s attention at point of sale.
Applicable to all sizes of steel and aluminium can, Dynamark enables up to 24 different monochromatic graphic elements to be added to a defined vacant area of, or added supplemental to, the basic can design, allowing variability in the graphic design at normal production speed.
Ball Europe marketing director Benoit Hirszowski says: “The new process is not only fast and flexible, it allows our customers to bring differentiation at the point of sale.
“As variability within the marketing context is becoming ever more important, Dynamark offers optimum opportunity for directly targeting consumers and, perhaps, even amazing them on occasion.”
One key feature of Dynamark is that it allows the possibility of making changes to can designs to integrate the latest Facebook posts or Twitter tweets, thereby creating links between the real and virtual worlds for tech-savvy consumers.
With variably designed cans, brand managers are able to introduce special promotions with greater ease, Zurich-headquartered Ball Packaging says: “Large-volume yet tailored manufacture means consumers can be directly addressed, with beverage suppliers effectively tapping into the megatrend of individualisation.
“Limited editions can also be produced, as can special designs aligned to particular events, with changes of date and/or protagonist being readily accommodated for serial promotions.”
