Ball Packaging Europe has utilised its “under the tab” laser printing process to provide special promotional codes on beverage cans for the summer MiXery promotion of German brewery Karlsberg Brauerei.
Under the banner ‘Locate the taste – experience your taste’, consumers of the brewery’s branded drinks – including more than six million MiXery cans and two million MiXery sixpacks of Nastrov Iced Lemon and Nastrov Iced Blue – are encouraged to collect ‘X-Credits’, which can then be spent by bidding for different prizes in the MiXery Online Auctions.
The bidder codes on the 50cl cans are inscribed under the coloured pull-tab, using a laser that enables numbers, graphics or symbols to be accommodated within an extremely small area.
“Under the tab printing enables us to inscribe a string of up to 16 characters under the pull tab of a can in just 35 milliseconds,” says Benoit Hirszowski, marketing director at Ball Packaging Europe.
“With this technology and the generally wide-ranging design possibilities available, the beverage can is ideally suited as a marketing tool for advertising and promotional campaigns.”
Karlsberg Brauerei is running the MiXery promotion on cans specifically to appeal to a “young and active” target group.
Ball Packaging Europe says that its creatively designed MiXery cans “offer immediate appeal to the targeted audience of young purchasers” thanks to their modern styling.
The collect-and-bid codes on MiXery cans are worth 1,500 X-Credits, while each six-pack offers 6,000 X-Credits.
Participants are invited to log into the MiXery auction portal and use this online currency to bid for prizes such as smartphones or travel vouchers for exclusive flights to exotic destinations.
