Rexam Beverage Can has announced it will exhibit its new Editions printing process at the drinktec beverage and liquid food industry trade fair in Munich, 16-20 September 2013.
Officially launched in April 2013, Editions offers Rexam customers increased marketing opportunities for brands using beverage cans, by allowing the delivery of single pallet-loads of between 8-24 different can designs to a single filling line.
The global beverage can manufacturer says its Editions process – a development in 2012 of the company’s existing print technology, as conceived by the company’s label specialist in South America, João André Boas – also improves efficiency in the filling process, as designs are already mixed on the same pallet.
“The majority of can designs are produced in large batches in order to reach adequate use of the production equipment,” the company says.
“These pallets of identical designs are likely to be filled together, and the multipacks or loose cans to be delivered to the same supermarket.”
Where marketing campaigns have been developed using different can designs, this can result in the end consumer only seeing one or two designs on the supermarket shelf at any given time, the company says.
“Thanks to Editions, where the filler is directly delivered with a mixed pallet of designs, the consumer will be able to discover all the designs together.”
Mixed designs within multipacks can also add to customer anticipation and an element of surprise when opened at home, while mixed designs in loose can packs will, Rexam says, trigger “the impulse buy/ collectors effect”.
Editions can be adapted for all can sizes with three options of printing:
Basic only – alphanumeric characters; Latin alphabet (European)
Premium – silhouette style images; Cyrillic, Arabic and Asian alphabets; Latin alphabet (European)
Super Premium – detailed images with shades (colour gradient)
All Rexam plants are capable of producing cans using Editions technology, thereby ensuring availability of the innovative technology across the Rexam group.
“Editions will enable our customers to create, personalise and maximise their brand promotion to consumers and explore variety by using names, landscapes, silhouettes and even high definition images,” says Rexam director of technology Dr Lisa Carroll.
