REXAM CREATES 990 DESIGNS FOR BALTIKA #3 RUSSIAN BEER LIMITED COLLECTION
Rexam, a leading global can maker, has collaborated with Baltika #3, one of Russia's most popular beer brands, to create 990 different can designs for a first of its kind limited collection. Using Rexam's patent pending Editions™ technology, the design project, completed in just three days, is the largest undertaken by Rexam to date.
The stand out 50cl cans display names of 990 different Russian cities printed on an identical urban skyline graphic. The efficient formatting of the designs onto cans was made possible by using new software installed as part of the recent investment in Rexam's Moscow Design Centre. Rexam's Editions technology allowed for 24 different Russian city names to be printed simultaneously on one pallet.
The innovative campaign, running until December, aims to promote Russian patriotism and encourages repeat purchases as consumers collect cans from different cities.
Malkiel Natalia, Brand Manager Baltika #3, says, "We wanted to encourage national pride and unify our loyal Russian consumers across the country through the product itself. It was a tall order but we knew Rexam had both the design talent and the latest printing and manufacturing technology required to deliver! We're excited to be embarking on such an ambitious marketing drive as this one and look forward to our customer feedback."
Vitaly Polyvyaniy, Customer Fulfilment Manager at Rexam Russia, adds, "Our longstanding relationship with Baltika #3 enabled streamlined working, resulting in a very efficient turn around in designs. Ensuring each city name was clearly visible on can and on shelf was key, but also presented our biggest printing challenge yet - with some names having up to 24 characters! Collaborative working with Baltika's design team meant we were able to overcome this with ease."
Gregory Nurmuhametov, Area Sales Manager at Rexam, adds, "Baltika #3's 990 cities campaign highlights the expansive capabilities of Editions technology. The technology has unlocked huge marketing potential for brands, as demonstrated through this pioneering campaign. As this project shows, Editions can deliver more than just 24 designs and with lead times that challenge even your standard eight colour printed beverage can."
The cans have been manufactured out of three Russian Rexam plants, (Naro-Fominsk, Vsevolozhsk, and Argayash) to enable the swift delivery of relevant cans to cities within the plants' catchment areas. The cans are available across retail channels in Russia until December 2015.
