apealnews28-uk 21/10/06 10:07 page 1 news...news 28 packaging. designers and retailers in virtually...

28newsAerosols

AEROSOL CANS SHAPE UP . . . . . . . . . . . . . . . . .page 2

Technology & Development

HOLOGRAPHICS STOP COUNTERFEITING OVERNIGHT . . . . . . . . . . . . . . .page 6

Interview with an expert

THOMAS REINER: MAXIMISING THE POTENTIAL OF STEEL PACKAGING . . . . . . . . . . . . . . .page 8

Innovation

BRANDS MEET STEEL . . . . .p 10

Steel Packaging Gallery

INSPIRING STEEL PACKAGING SOLUTIONS . . . . . . . . . . . . .page 12

Paints

INNOVATIVE PAINT CANS BRING ADDED CONSUMER CONVENIENCE . . . . . . . . . . .page 14

Innovation

COLEPCCL INVESTS IN NEW INNOVATION CENTRE . . . . . . . . . . . . . . . . . . . .page 18

Legal & Environmental issues

SUPPORTING STEEL PACKAGING RECYCLING IN EASTERNEUROPE . . . . . . . . . . . . . . . . . . .page 20

Beverage Cans

BRIGHTNESS, RESISTANCE AND SUSTAINABILITY OF THE STEEL BEVERAGE CAN RECOGNISED . . . . . . . . .page 22

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E U R O P E A N P A C K A G I N G S T E E L N E W S L E T T E R

HOLOGRAPHICS STOP COUNTERFEITINGOVERNIGHT

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A e r o s o l s

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The proof of success isin the shapingThe pioneers in new profiles for steel aerosolcans in Europe, CROWN and USC Europe (thelatter acquired by Impress on 1st September2006) have introduced a number of exciting newdesigns in the last few years in an effort tochange the image of conventional aerosol cansand obtain an up-market identity for theintroduction of new brands to the market.

The two currently most used technologies aremechanical beading and blow forming.Mechanical beading is obtained using twomandrels; the internal mandrel includes thefemale tool and by moving inwards androtating the external male tool, one canachieve various bead profiles. Thistechnology has been used for many years inthe food can industry to give added bodystrength but has only recently beenintroduced to the aerosol can market.

The blow forming process is a significanttechnological achievement in shaping. Itallows full body, asymmetrical shapes tobe realized, and because only highpressure air is used during the process,unlike other shaping techniques, there isno risk of damage to the internalprotection of the can. Combined withthe use of specific steel qualities,significant volumetric expansion ispossible allowing almost limitless shape

AEROSOL CANS SHAPE UPS ince the introduction of beading and blow forming techniques for

steel aerosols to produce shapes, for which today there arevirtually no limits, packaging designers have established new

horizons and new opportunity for the creation of ‘ground breaking’designs.

potential whilst still maintaining the desiredpressure performance of the containers. Finally,distortion printing is one process utilized toensure the external design is registered perfectlyto the can shape.

Sara Lee has introduced a particularly attractivecustomised shaped aerosol in Italy and Francefor its international air freshness brand “AmbiPur” (USC Europe/Impress).

Created to commemorate the 50thanniversary of WD-40® lubricant, theinnovative aerosol container iscontoured in a comfortable, easy-to-grip shape, with highly recognizableyellow shield embossed on the can,creating a unique 3D aspect (Crown Holdings).

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packaging. Designers and retailers in virtually allproduct segments including food, beverage,speciality and industrial packaging, areconvinced of its potential, based on its successfulmarket results and consumer preference.”

Guilbert Express, a French specialist in compactgas canisters for welding has recently introduceda complete range of aerosol products used forpackaging grease, silicone, penetrating oil andgalvanising products for the professional and do-it-yourself market. The beaded design is bothattractive and ergonomic for the convenienthandling of greasy products. Olivier Noël ofExpress said that he was very excited about thenew packaging concept. “At the same time asbeing practical, the new beaded presentationusing steel is original and offers added consumerappeal”.

Getting a grip on designWith the help of ingenious designers, ergonomicand modern decorative designs have beensuccessfully introduced to the market and aregetting a warm welcome by consumers.

It was almost two years ago when Carrefoursuccessfully launched an aesthetic aerosol canon the French market, featuring an original beaddesign, increasing sales by 40%. Chantal Sandoz,Packaging Development Manager of CarrefourParis commenting on the success of shapingsaid, “The modern design of metal containersover the last few years has had a considerableinfluence on brand owners and their choice of

Original bead design for Carrefour aerosol

air freshener (USC Europe/Impress).

The beaded design ofthe aerosol is bothattractive andergonomic for theconvenient handlingof greasy products(USC Europe/Impress).

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A e r o s o l s

Blowing the Top offDesignThe anticipated market success of shapedaerosols using the blow moulding technology isstimulating distributors and their design studiosto create upmarket fashionable packaging forcosmetics.

Quadrimex was one of the precursors of shapedaerosols when they launched the air freshener“l’Arbre Vert” in a pear shaped aerosol.Subsequent to this remarkable success, Tesco in

the U.K. replaced theplastic packaging fortheir “Skin Wisdom”range of shaving gelswith a similar oval steeldesign, which was animmediate sell-out.The trend continued inSpain with a pearshaped “Giorgi” hairspray and “Ambianced’Ailleurs”, a homefragrance introduced tothe French market byBrunel brandedproducts.

The “Microcosm” designs were createdby USC Europe/Impress in their designcentre, which was established to offeran added value, “in house”, service totheir customers. This design was usedby Christian Lay and Egox for theirdeodorant in Spain, and new USCEurope/Impress concepts have followed

with the creation of “Slim 1” and “Slim 2”.

More recently, Sara Lee has introduced aparticularly attractive customised shaped

aerosol in Italy and France for theirinternational air freshness brand “Ambi Pur”.

Alejandro Lorente Marketing Manager of SaraLee commented recently, “More and more

creative shapes in steel are attracting the interestof the cosmetic industry and together with thetrendy metallic appearance of transparentdesigns, steel offers an added value in modernaerosol decoration which will without doubtcapture the attention of the consumer.”

“The key to success is the personalisation ofpackaging concepts to obtain brandrecognition”, Jean Gapihan R&D Manager USCEurope/Impress said recently. “We have invested

heavily in the development of shapingtechnology and have a number of exclusive ‘up-market’ steel designs in the pipe-line which I’msure will be greatly appreciated by customersand retailers”.

John Bigley, Operations Director Europe of USCEurope/Impress, added: “The added-value focusof USC Europe/Impress, through innovation, iscomplimentary to its mass-productionphilosophy and will be a critical issue in futuremarketing design strategy and the brand imageof its customers.”

Innovative easy togrip shaped aerosolfor King TyreInflator (CrownAerosols Europe).

AEROSOL CANS SHAPE UP

Microcosm design used forEgox deodorant in Spain(USC Europe/Impress).

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New concept “Slim 2” (USC Europe/Impress).

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In Good Shape for the World CupAs a World Cup promotion, Gillette Brandlaunched a unique shaped aerosol for theirlimited edition of “Mach 3TM” shaving range ofproducts. The original shaped aerosol designswere developed by CROWN Holdings followingtheir success with the MPMA Can of the year“King Tyre Inflator” using a proprietary highpressure air blow forming process, to obtainexclusive ‘one of a kind’ designs.

Gillette Brand, who were official sponsors of theFIFA World Cup Soccer Competition, chose afootball design for the promotion, enhancedwith high quality printing. The uniqueshape also makes the can easy to grip.

Distinctive shaped aerosols have hadan extremely successful marketintroduction, positioning brands asleaders in a highly competitivemarket.

Lee Bradley, BusinessDevelopment Manager atCROWN Aerosols Europe,said recently: “The flexibility

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Unique footballshaped design forGillette Brand’sdeodorant (Crown AerosolsEurope).

and elongationcapabilities ofsteel have been amajor factor inachieving thesewinning designswith exceptionalconsumer appeal, tothe point where majorinvestments are beingconsidered to meet theincreasing demand. Theshaping of steel aerosols isreally booming with animpressive list of newcustomised projects elaboratedtoday for a variety of customersthat seek the added value of thesenew designs. This has been achievedin collaboration with CROWN’sexperienced Team in their European

R&D Centre at Wantage U.K.”

It is evident that theintroduction of shapedaerosols will continue to havea major impact on the salesgrowth of aerosol containers inEurope. Without doubt,innovative canmaking technologyand the quality of steel has playeda significant role in the creation of

these new designs, and offersconsiderable scope for futuredevelopment.

The shape of things to come looksextremely bright and clearly the

future European aerosol business willlook very different to what it does

today.

For more informationplease contact:

Lee R. Bradley Business Development Manager

CROWN Aerosols Europe Email: [email protected]

Tel: +44 1623 528432www.crowncork.com

Jean Gapihan R&D and Quality Manager

USC Europe/ImpressTel: 33 3 23 27 32 12

Email: [email protected]

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HOLOGRAPHICS STOP COUNTERFEITINGOVERNIGHTI n the world fight against counterfeiting, illegally making copies of

valuable cans, Protact® Holographic has proven to be a newimportant weapon. In the Middle East, SKF, the leading global

supplier of bearings and seals discovered that illegal copies had beenmade of its cans of high performance grease. Inferior lower gradegrease was being substituted and this was having a detrimental effectupon its sales and reputation as well as proving a potentially costly,even dangerous, problem for those who bought the sub-standardgrease.

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Te c h n o l o g y & D e v e l o p m e n t

Value productsTechnologically advanced greasesare essential for the lubrication ofhigh performance machinery andvehicles. SKF lubricants havespecial formulations and specificqualities for their intendedpurposes and many of them arevaluable products that contributeto optimum efficiency.

“SKF is very thoroughwhen it comes to

r e c o m m e n d i n gbearing grease

and we takegreat care to

e n s u r et h e

correct grease is used for efficient and correctlubrication practices,” explains RobertMcConnachie, Global Sales and MarketingManager for SKF’s Maintenance ProductsDivision.

“The Middle East, particularly Saudi Arabia andUnited Arab Emirates, is a very important andvaluable market for one of our types of greasein particular. It is used in the axles and wheelbearings of the big trucks that travel longdistances in tough conditions across the desert.We are talking large amounts of grease.”

Counterfeit cans“Late in 2004 and early 2005 we started to seecounterfeit cans appearing. An exact copy hadbeen made of our can – but we realised oneor two things were not just right about it. Wedid an analysis of the grease and found itwasn’t our grease inside.”

“We discovered our distributors had beenapproached by very clever counterfeiters.They started by offering samples which werein fact bona fide cans of our product! Thenafter the distributors had placed an order, theyeventually realised they were being suppliedwith fake grease.”

“The counterfeiters had devised a scam to selllow grade, inferior grease not suitable for thestringent demands that would be placed uponit. With grease it is often difficult to know thatthere is an issue. Not until there are early

failures does it become apparent that there isa real problem.”

High quality required“Of course, this is also very hazardous. If oneof these big trucks had a wheel bearing seize,it would be extremely dangerous. And whatthe truck operators don’t want is a breakdownhalf-way across the desert!”

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“The difficulty we faced was the attractivenessof the cheap grease. The price difference wasso great. They were offering their cans for asignificantly lower price than SKF. That createda big problem in the market for us.”

“That’s when we thought about doingsomething on the packaging that would bevery difficult to counterfeit. The counterfeitershad made a really good job with the can – theymade a couple of spelling errors in foreignlanguages and even copied the same mis-spelling as us! Even for us it was very difficultto spot the difference between the fake canand the real can. It was really high quality.”

Corus presentationThe solution to the

c o u n t e r f e i t i n gproblem developedfrom a presentationabout Corusproducts, includingP r o t a c t ®Holographic, whichhad been made toOmer De Belie,

Sales DevelopmentManager of Crown

Speciality Packaging, Antwerp, who has beeninvolved in the supply of cans to SKF for morethan 20 years.

“Until then we had considered variouspotential options like embossing on the bottomof the can or putting special texts on the lid buteven these were not considered effectiveenough, and we even considered alternative,more complex designs of cans to put a stop tothe forgers,” says Omer De Belie.

“Last year I was at the Corus presentationabout its products and applications includingholographic material. When I heard this wasvery special for tinplate and there would beno-one else besides Corus who would be ableto produce this material in the near future, Itook up the idea with SKF,” he adds.

Hologram design withSKF company logo “We liked that ideafrom our supplier thatthrough Corus wecould put a hologramon the bottom of thecan,” says RobertMcConnachie, “Andwe worked withCrown and Corus tocreate a hologramdesign with our SKFcompany logo on it.”

“When we realised it would be very difficultfor a counterfeiter to create the same hologramsecurity, the concept was even more attractive.There aren’t that many companies around theworld who can do what Corus has done byputting this hologram on the bottom of thecan. There was of course a cost to us – the canis more expensive but it was well worth theadditional cost to protect our sales.”

Overnight effect“Virtually overnight it killed the sales of thecounterfeit grease. We went out with amarketing campaign which said if the hologramwasn’t on the bottom of the can, then it wasn’tSKF grease. And that’s when the problem startedfor the counterfeiters,” says RobertMcConnachie.


SKF Maintenance ProductsTel: +31 (0)30 630 7200

Email: [email protected] Website: www.mapro.skf.com

Crown Speciality Packaging, BelgiumTel:+32 3 360 48 11

Email:[email protected] Website: www.crowncork.com

Corus Packaging PlusTel: +31 (0)251 493186

Email: [email protected] Website: www.coruspackaging.com

“In our product range this is the only area ofcounterfeiting we’ve come across and it’s a highvolume product. Using Protact® Holographichas certainly worked this time around and ifsomething happened again in the future thenI’m sure we’d look at it again”.

In the production of Protact® Holographiccans for SKF, Corus worked closely with CFCInternational, a worldwide specialty coatedfilm company that designs, manufactures andmarkets chemically complex, multi-layer,transferable coatings, laminates andsophisticated holographic technologies. Theseinnovative coatings and holographic productsare not only decorative in nature, but alsoprovide invisible, value-added functionality

such as industry-leading abrasion andchemical resistance, aswell as offering newlevels of productidentification.

ABOUT PROTACT® HOLOGRAPHICProtact® Holographic is a combination of high quality PET film that isheat sealed to an ECCS substrate. The film layer carries a technicallyadvanced micro-embossed aluminised resinthat captures the holographic images. CorusPackaging Plus can offer over 50 standardpatterns, plus technical design support to helpcreate a personalised pattern, incorporatingtext, logos, pictures and short animations.

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I n t e r v i e w w i t h a n e x p e r t

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MAXIMISING THE POTENTIAL OF STEEL PACKAGINGINTERVIEW WITH THOMAS REINER, MANAGING DIRECTOR, BERNDT & PARTNER GMBH, BERLIN

I n the scope of its activities, Berndt & Partners, PackagingConsultancy and Design Agency, is familiar with a whole range ofpackaging materials. Steel is regularly one of the packaging

options available to brand owners to fulfil their packaging needs.Managing Director, Thomas Reiner is well placed to compare the prosand cons of steel as a packaging medium.

When asked about the strengths of steelpackaging, Thomas Reiner is very clear: ‘Interms of efficiency and cost, steel packaging isunbeatable in the mass markets where it isnow present. Without doubt, it has beenoptimised throughout the supply chain and assuch it has set the standard in manycompanies. Moreover, a well-designed andwell-printed steel can is incomparably beautifuland attractive to the consumer, and there are alot of good examples in many countries allover the world. And of course its unparalleledsafety record in terms of leakage and spoilageof contents earns steel cans a high score infunctionality as well’.

Maximisingopportunities In spite of the huge merits of steel packaging,Thomas Reiner still sees considerable potentialfor improvement, giving it the capacity toconquer new markets or regain lost ones.

Thomas Reiner: “We regularly findopportunities for steel packaging when we areworking on certain projects. For instance, inmarket segments where there is currently alarge degree of uniformity in brand positioningby the choice of one particular packagingmaterial, steel packaging certainly has a goodopportunity”.

Reaction speed andeasy entry“However, to capitalise on these opportunities,the steel packaging industry needs to be moreflexible. You have to offer the brand owners aneasy entry, and currently the steel industry islacking in this respect. So it is often not somuch a question of trends to which the steelpackaging industry would have to react butmore a question of how to use steel packagingto create product and brand identities and toobtain a certain product positioning.”

“It all starts with reaction speed and easy entry.The industry needs to act as a real partner forthe initial supply of prototypes, then smallseries of packages and full productionquantities later on. I see that currently in thisarea there is a gap within the steel packagingindustry which needs to be filled. Productcycles are becoming shorter and the variety ofproducts is exploding. We should not justdefend our mass markets, we have to conquernew market segments. We will not conquerthese instantly by substituting other packagingmaterials completely in some market segments.We will have to build up new marketsourselves, and that always starts on a smallscale.”

“For many years our co-operation with theGerman steel manufacturer Rasselstein hasbeen very positive. I must say that the way thiscompany tries to tackle these issues also bysupporting canmakers, their customers, partlywith our help, is quite a good example in thiscontext”.

Thomas Reiner points out the risks of anapproach which is too technical and efficiency-driven, an approach that has been sometimespredominant in the past. ‘Now and then I thinksome companies are living in a forced marriagewith cylindrical cans; so much money wasinvested in filling capacity that they think theycannot move to other steel packaging

Thomas Reiner, Managing Director,Berndt & Partner GmbH, Berlin.

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solutions. That is dangerousin fast moving consumergoods as nowadaysconsumers are less loyal toold products. Therefore thesaying ‘If technology becomes master, weshall reach disaster much faster’ is true inthis context.’

Multi-sensorypackaging strategyThomas Reiner points out the hidden andunder-exploited potential of steel packaging.

“More than 40 % of the top-100 brands in theworld have a multi-sensory packaging strategy.They know that the product has to look good,but this is no longer enough. Intuitivelyconsumers want other senses like hearing andtouch to be satisfied at the same time. A perfectexample is in the opening of a cold beveragecan; the consumer appreciates the attractivecan design, feels the cold can body and hearsthe opening noise when the tab is pulled. It’snot the same when you open a plastic bottle.And more and more brand owners decideabout their packaging choice on the basis ofconsumer research in which multi-sensorytesting plays an important role. They realisethat classic promotion instruments likeadvertising have less and less impact and thatpackaging gives them powerful opportunitiesto communicate with consumers on variouslevels”.

Under-exploitedpotential in steelpackaging“There is certainly an enormous potential inusing the emotional values of packaging. If

you use packaging to generate a highervalue for a consumer then you can capitaliseon that, it is as simple as that. There areenough convincing examples of wherebrand owners have seen a significant boost

in their sales following theintroduction of a newpackage specificallydesigned to respond better

to consumers needs. And talking abouttechnical possibilities, as you know, cans havean enormous repertoire of features whichcould be exploited: for example widgets,fluorescent inks, velvet-like touch, thermo-active inks, holographic printing and muchmore”.

Thomas Reiner believes that the steelpackaging industry has the capacity tooptimise the way it responds to the consumer’scry for increased convenience. This could

THE EXPERTISE OF BERNDT & PARTNERProf. Dieter Berndt founded the packaging consultancy Berndt & Partner in 1992. The consultancyprovides extensive consulting services to the packaging industry and in particular to brand owners,the packaging users. The company specialises exclusively in packaging and in that sense it is uniquein Germany. It comprises of a ‘Packaging Consultancy’ business unit and a ‘Packaging Creality’business unit. The term ‘creality’ expresses the combined objective of creativity and reality. Theconsultancy employs a team of 15 specialists, but based on market needs, an expansion to approximately 25people within the next three years is foreseen. This is essential to meet the needs of the ever growing customerbase consisting of major international brand owners such as BASF, Bayer, Effem/Mars, Kellogg, Kraft Foods, CarlKühne, Lever Fabergé, Nestlé, Boehringer Ingelheim, Schering, Siemens, Procter & Gamble etc.


Thomas Reiner Managing Director

Berndt & Partner GmbhTel: +49/30 36 75 240


become a valuable asset as well. “Convenienceis all about easy opening, can sizes, easystacking. It is clear there is further room forprogress in terms of easy open ends with pulltabs. Peel & seam easy opening ends are moreconsumer-friendly but they are not yet aneconomical solution.”

“All in all I am quite confident that steelpackaging has a wealth of merits and has abright perspective to gain further market share.But we will have to work hard on it, that is forsure”.

Examples of steel packagingprototypes allowing to create product

and brand identities (Berndt &Partner GmbH / Rasselstein).

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I n n o v a t i o n

BRANDS MEET STEELCOMMUNICATIONS CONCEPT GIVES NEW IMPETUS TO THE PACKAGING MARKET

T he idea was generated by the Innovation Centre of German steelproducer Rasselstein GmbH in Andernach. In 2001, a marketstudy undertaken at the Innovation Centre highlighted that far

too few innovative product ideas originating from canmakers andbrand owners were being brought on the market. In the same year,Düsseldorf based MO&O, an advertising agency at home both in theworld of brands as well as in product design, entered the picture.

Together they developed a marketing dialogueconcept to appeal to international food

companies as wellas middle-sized,

t r a d i t i o n a lcompanies, or small,fine specialistcompanies ofnational importance.The main aim is tobring more steelpackaging on to the

market and to bring thepositive image of the can

to the forefront of the mindsof marketing and brand managers of

the various companies.

The impetus comes from two directions:-

1. new steel technology and new packagingshapes, and

2. new product ideas with effective names anddesigns orientated to the specific target groups.

The first results of the initiative were alreadypresented during Interpack 2002, under themotto ‘Brands meet steel’.

The way of working for this initiative is nowwell established. As a first step, in preparationfor a visit to a brand manufacturer, JochenLohscheidt, Head of the Rasselstein InnovationCentre, and his team, together with JochenMeyer, specialist in brands and markets fromMO&O, undertake a study of the foodsegments concerned.

Jochen Meyer, Founder andManaging Director, MO&O

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Afterwards the creative team from the agencyis briefed and the newly developed productsare tested on their current market relevanceduring an internal meeting in preparation forthe presentation to the brand owner.

To raise the interest of the respective decision-makers and to engage in sound discussion onpotential for success, all persons involved musthave had a good look at the correspondingproduct worlds, the brands and companies.Visible trends, yes; unrealistic dreams: no.

The main criteria for possible success on themarket always depends on variable consumerneeds.These include evolving eating habits,convenience aspects, mobility, lack of time orversatility for single households.

Today ‘Brands meet steel’ can be countedamongst the success stories of the packagingsector. Not only within Germany, butincreasingly on the European markets.

The presentations, which are regularlydeveloped by Rasselstein and MO&O, aremore and more goal focused. And the resultsare clear. On the one hand, a major canmakerhas integrated the concept in his ownpresentation of ideas, and on the other hand,there has been numerous positive feedbackfrom fillers. In the meantime, other newproducts have of course come on to themarket, more or less similar to the ideas whichhave been presented. Whether this is chanceor not, is not important for those at Rasselsteinwho are behind the initiative. What isimportant is that the world of steel forpackaging continues to turn and that the effectof ‘Brands meet steel’ is felt positively by allpartners involved.


Jochen Lohscheidt Head of Innovation Centre,

Rasselstein GmbHTel: +49 (0)2631 81 23 93


GET ONE: SUCCESSFUL BUSINESS CASE OF “DIFFERENT THINKING”In their recent book on innovative business approaches, “lateral thinkers” Anja Förster and PeterKreuz have analysed over 200 extremely successful companies, where “different thinking” fosteredfundamental business successes. Amongst the many examples, the authors have featured theGerman company Spreewaldhof, which successfully applied the “Brand meets steel” concept. The

company, which grows and distributes gherkins, experienced a stagnating market, theirproduct suffering from a traditional and old-fashioned image, particularly amongstyounger consumers. As a solution, the company put one single, large gherkin in a smallsteel container and advertised it as a low-calorie snack for in-between meals. The “GetOne” can is now being sold at petrol stations, supermarkets, discotheques and sportsclubs – for 1,50 to 2,20 euros ! The recipe for success : a packaging which differs fromthe norm and is the principal selling argument.

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INSPIRING STEEL PACKAGINGSOLUTIONS

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S t e e l P a c k a g i n g G a l l e r y

MILK CHURN FOR BABY MILK POWDERNestlé have recently launched a shaped steel can resembling an old milk churn for theNinho brand of milk powder. Produced by CBL, the cans feature a peelable membraneguaranteeing the product’s integrity, together with a plastic overcap. The can has fourdifferent labels for collectors. Originally intended as a limited edition, promotional

package, the new shape with coloured lithography proved so successful that it has now replaced thestandard round can for the Ninho brand.

EASY OPEN LID DOWN UNDERAustralian company G’Day Gourmet has launched its tuna and salmon in the US in adeep drawn can with easy-open end developed by VisyPak, Australia. The DRD canwas chosen because of its smooth lines and ease of handling. The print is designed tocover the base area and a portion of the side of the can so that when the label is applied

it visually flows into the base colour. This allows one base to be used for many labels. The can’slitho graphics depict the Sydney opera house and the various flavours of the products. The sizeand shape of the can together with the Easy Open End give the consumer a portable package thatcan be used and consumed either in or out of home. Mark Niemiec, President of G’Day Gourmet:‘We have chosen this can specifically to answer consumers need for healthy, convenient choicesfor their family’.

SHAPELY CANS FOR CANOLA COOKING OIL

The new expanded steel can by Brazil’s Companhia Brasileira de Latas has a 500mlretractile plastic closure and ergonomic shape. All these characteristics add value to theproduct and give consumers the perception of modernity and functionality. During thefirst week of sales, retailer Pão de Açúcar achieved the sales volume they had predicted

for three months. Pão de Açúcar wanted to offer their single customers a practical and smallerpackage for its private label vegetable oils made of canola, corn, soya bean and sunflower. Thesepackages have received four awards - the Embanews 2006 for Food Package; the Cans of the YearAwards 2005 - Bronze for 3-piece Food Cans; World Star 2005 and Ilacad 2005 Mexico for PrivateLabel.

www.steelforpackaging.org

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INSPIRING STEEL PACKAGING

SOLUTIONS

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HEINEKEN RELEASES STEEL MINI-KEG

Heineken have released a steel mini-keg designed for home use, made ofsteel. Rather than using a standardgravity-feed method of dispensing, the

Heineken keg comes with easy-to-use click-onmini tap components. The beer lasts up to 30days after opening and releases a constant onebar of carbon dioxide carbonated pressure forprolonged crispness.

THORNTONS PREMIUM CHOCOLATE BOX FOR MENThorntons is targeting male chocoholics with a premium gifting set of chocolatescalled 'Origins'. Packaged in an embossed gifting tin producedby Crown Speciality Packaging, 'Origins' containschocolate tablets from five different regions around the

world – Java, Papua New Guinea, São Tome, Tanzania and SantoDomingo – as well as other chocolate confectionery, such aspralines and truffles, inspired by those regions. The tin also containsa map and a booklet with tasting notes and the history of thechocolate. This is a highly premium product that embodies the MasterChocolatier’s finest skill and craft, whilst encouraging an understandingand appreciation of chocolate and its history, in an ideal male gift format.

AUSTRALIA EMBRACES WAISTED CAN

The Australian paint manufacturer, Orica PtyLtd has introduced Cabot's Cabothane clearpolyurethane woodcare coating in waistedcans from Impress. This is the first time the

waisted can, which is already available in the UK,Germany, France, Italy, Poland and Hungary, has beenintroduced in the Australian market. It is produced bypost manufacture forming and is ideally suited to themany small production runs, typical of a paint brand,according to Impress. Called Cabothane, the brand isnow packed in 600ml waisted cans and according to LisaMadigan, Marketing Manager for Orica Woodcare, itsvisual appeal and easy to hold design have alreadyattracted good consumer and retailer feedback.

Would you like to know more about all these

steel packaging solutions?

Please visit:


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THE NEW IMPRESS WAY OFTHINKING ABOUT PAINTCANSIn the last few years, Impress has hit the presswith a number of striking paint caninnovations, including a new packaging for theVeltia range from Italian paint producerMaxMeyer (now part of the Materis Group).This new can’s outstanding feature is its“Ultramatt” finish, which consumers findextremely attractive. In France, Leroy Merlinhave introduced paint cans with an innovativelid featuring the Topfass® closing system thatcombines elegant packaging with ease of use.Recently Impress announced the introductionof two other opening and re-closing systemsthat are very promising, namely the Peel andPaintTM system and the Tic TacTM system.

Jérôme Chevillotte, Business Unit Manager DPFat Impress Specialities Division, explains howImpress undertakes to respond to consumerneeds in the paint market segment. ‘The paintmarket has changed considerably in the lastfew years. Paint producers used to pump asmany tonnes of paint as possible into thesupply chain. Today the market has becomemuch more competitive, due to the

introduction of private label brands likeHomebase in the UK, Leroy Merlin andCastorama in France, Gamma in the

Netherlands, OBI and Bauhaus inGermany and many more. Itmeans that packaging has become

a much more important instrumentwith which a brand owner is able todifferentiate itself from other brands’.

P roduct integrity, safety and efficiency are vital for the industrialand paint packaging market. The strength and rigidity of steelmakes it the material of choice for these products, as it offers

safety and robustness in handling, filling, distribution and use in thehome. Research reveals that the most important properties of a paintpackaging for the consumer are related to quality and convenience.The packaging has to keep the paint in good condition, must be easyto open and to re-close, convenient to use and store.

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There has been a strongconsolidation of paint producersand large retail groups withhome improvement andhardware stores, and this has

played an important role inthe marketing of do-it-yourself paints. The well-

known paint brands areincreasingly using packaging

as a means of differentiating theirproducts on the shelves, at thesame time as providing moreconvenience for the consumer.The leading European producersof steel paint cans like Impress,Crown and Huber Verpackungenhave responded to these changeswith the development of a seriesof innovative paint can solutions.

P a i n t s

INNOVATIVE PAINT CANS BRING ADDED CONSUMER CONVENIENCE

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Topfass® Lid improvesopenabilityTopfass® Lid is an innovation that wasintroduced particularly for rectangular paintcans, eliminating the usual teeth and flangesthat have to be opened and closed one by one.Instead the can is closed by applying pressureto the Topfass® Lid’s four corners and thebody of the can. The current Topfass® Lid isleak-free and much easier to open than thetraditional lid. The company Leroy Merlin wasthe first to use the Topfass® system for its ‘enVie’ paint product line.

Peel & PaintTM

Which consumer has never cursed traditionalpaint can lids that need prizing off? With this inmind, Impress developed a revolutionaryconcept, adapting the Easy Peel® system foruse on paint cans for the first time. The resultis a container that is simple, quick andeffortless to open, with excellent consumerappeal.

Woep Möller, Managing Director of ImpressSpecialities Division explained: “In fact wewant our steel paint cans to remain as safeduring their transport and use as they havealways been, as this is one of their strengthsversus plastic containers for example. One newopening system, Easy Peel®, turned out to bea logical solution. After all, our company has alot of experience with Easy Peel® closureswhich our customers have been usingsuccessfully for decades on cans for foodproducts like milk powder, baby food, fishproducts etc.”

Jérôme Chevillotte added: “Building on ourextensive know-how on seal closures, wedeveloped the “Peel & PaintTM” system, whichopens quite easily but withstands all drop tests.The system consists of a ring on which analuminium membrane with a peel tab is sealed.This Peel & PaintTM lid is seamed onto the canand a plastic overcap is applied to protect thealuminium foil, to make the paint cansstackable, to provide tamper-evidenceand to make the can reclosable afteropening. All in all, Peel & PaintTM isan opening system that is very easy toopen without a tool, also for women,and that provides a very goodtightness to the can. And as we areable to avoid the rather complicatedconstruction of the top of the paintcan as well as the paint can lid, itseems that the Peel & PaintTM

system will be only slightly moreexpensive than the traditional paint canlid.’

Tic Tac canTM

Another promising innovation recentlyannounced by Impress is the Tic Tac canTM.

“The Tic Tac canTM does not have a ring liketraditional paint cans”, says Jérôme Chevillotte.“This enables the can to be emptiedcompletely, which is an important feature asempty paint cans can be disposed of in thenormal household waste and do not have toenter the “dangerous goods recovery process”.Thanks to its special geometry, the tinplate liditself opens very easily once the centre of thelid is pressed. Re-closure is also very easy: ifthe consumer presses on the periphery of thelid, the lid will contract and close tightly again.A plastic ring acts as a tamper-evident featureand guarantees real easy opening when userstear the pull tab. This new opening system wasvery well received in our consumer research.”

Woep Möller,Managing Director

of ImpressSpecialities

Division.


Jérôme Chevillotte Business Unit Manager DPF,Impress Specialities Division

Tel: +33/672 28 55 11 Email: [email protected]

www.impressgroup.com

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Didier Sourisseau Sales & Marketing Director Europe

CROWN Speciality Packaging Tel: + 33 1 49 18 44 54


www.crowncork.com

stores throughout Scandinavia, the BalticStates, Poland, Hungary, Russia and theUkraine.

“Tikkurila is a forward thinking company,always looking for ways to offer consumersbetter, more convenient paint and coatingproducts,” explains Arto Lehtinen, Sales andMarketing Director at Tikkurila. “The ClipperCanTM System, with its easy opening and secureclosing features, is an effective method for ourcompany to enhance the way that ourcustomers and retail partners interact with ourbrand.”

Compatible with all types of indoor andoutdoor paints, varnishes and coatings, theClipper Can™ package runs on pre-existingmachinery and is suitable for “mix-your-own-colour” paint systems. The Clipper Can™System uses less packaging material than moretraditional cans, generating cost savings forindustrial brands, and is available worldwide insizes ranging from 2.5 to 20 litres.

CROWN SPECIALITYPACKAGING INTRODUCESTHE CLIPPER CAN™SYSTEMCrown Speciality Packaging has launched aninnovative packaging solution for industrialapplications that eliminates the need for extratooling during opening and re-use.

INNOVATIVE PAINT CANS BRING ADDED CONSUMER CONVENIENCE

Ideal for paints, varnishes and coatings, thenew Clipper Can™ System features a plastisol-lined metal lid with unique easy-grip tabs forsafe opening by hand.

Marketing and Sales Director Didier Sourisseauof this Crown Division in Paris comments: ‘ThisClipper CanTM system represents an evolutionfor our customers, the brand owners, but it is arevolution for the end consumer. In addition toeasy-open convenience, the Clipper CanTM

System offers functional tamper indication andcloses more securely than traditional packaging

methods, reducing the threat of leakageduring transport and distribution andwhen stored on retail shelves and inconsumer homes’.

In January 2006, leading Europeanpaint brand Tikkurila Finlandlaunched the first commercial

application of the Clipper Can™System for its Joker brand line of

decorative indoor paints. The newpackage is now available in paint,home improvement and hardware

P a i n t s

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Tak Egawa Manager of International Operations

Toyo Seikan Kaisha, Ltd.Tel: +81(3) 3508-2112

Email: [email protected] www.toyo-seikan.co.jp

SUPER CONVENIENCE WITHCOMBINED CAN ANDROLLER TRAY IN JAPANProduced by Toyo Seikan Kaisha, Ltd. forAsahipen Corporation’s Super-Coat product,this rectangular container for paint includes acarrying handle and roller application tray.Tak Egawa at Toyo Seikan Kaisha, Ltd. said:“The can has the novel feature of having aroller tray incorporated into the lid, so there isno need for a conventional paint tray. The usersimply has to prepare a brush or a roller, aspaint can be spread evenly within the tray ontop of the can. The brush or roller can beinserted directly from the wide mouth of thecontainer and dipped in the paint. Embossingon the top surface makes it easy to spreadpaint evenly on the roller. After use, the paintcan be kept inside the container for a long timejust by closing it with a can lid. The convenientbucket handle makes it practical if workinghigh up on a ladder.”

OPTICAN, THE PAINT PAILWITHOUT EARS, FROMHUBER VERPACKUNGENGerman paint can producer HuberVerpackungen in Öhringen has also made aconsiderable step forward with its recentintroduction of the OptiCan. MarketingManager Bernhard Kürschner states: ‘Thestandard lever lid pails had welded ears onboth sides and a wire handle hooked in theears, which means that it takes up a lot of

space on the retail shelves. Wetherefore developed the OptiCanwhich has a wire handle that is fullyintegrated in the ring, on top of thecan.’

The new paint pail saves approximately15 % space on the shelves, which is animportant advantage for the retailer. Thefully integrated handle improves the lookof the can.

Bernhard Kürschner continued: ‘Applyingpaper labels to the OptiCan is much simpler,leading to fewer problems during production,which is a big advantage to the filler’.

But in particular the new OptiCan is consumerfriendly. “The new pail is more convenientbecause the consumer can grab the newhandle quite easily. It comes up like a spring”.

The new OptiCan with a diameter of 140 mmand a volume from 2,0 to 3,0 litres wasadopted recently by one of the leadingGerman paint producers on an exclusive basisbut from now on the OptiCan will be availablefor the whole market.


Bernhard Kürschner Marketing Manager

Huber Verpackungen GmbH + Co. KGTel: +49 (0) 7941 66-246


www.huber-verpackungen.de

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Steel packaging iscore business Grant Coupland: ‘The production of steelpackaging accounts for approximately 40% ofour turnover, and contract and specialitymanufacture for various brand ownersaccounts for the other 60%. There is a strong

synergy between these 2 activities. Ourmetal packaging activities

concentrate partly

on the production of steel cans for specialfoods like biscuits, margarines, meat productsand olives and olive oil. However, the biggestpart of our steel packaging production isdedicated to aerosols, where we have strongpartnership relations with increasinglydemanding customers in Europe. We produce3-piece steel aerosols of all diameters andheights for cosmetics, personal care andhousehold products. In this market we arecurrently number 3 in Europe. In ourproduction plant in Vale de Cambra in Portugalwe have modern equipment including a

modern 4-colour printing line andstate-of-the-art Computer-to-Plate

technology.

We see a lot of potentialin the steel packagingmarket, hence ourinitiative to set up thisInnovation Centre’.

The Innovation Centrewill focus on packagingdevelopment for thewhole ColepCCL groupbut for reasons ofsynergy it is situated nextto the European Centrefor ApplicationTechnology ofColepCCL, a centre for

formulation and dispensingtechnology also working for the

whole group. The interaction betweenthe 2 centres is quite valuable.

COLEPCCL INVESTS IN NEW INNOVATION CENTREC olepCCL recently announced the opening of a new Innovation

Centre for the development of new packaging solutions inLaupheim (South Germany), on the site of their current plant.

APEAL talks to the new manager of this Innovation Centre, GrantCoupland, who has been working for more than 12 years in thepackaging part of the group. Grant Coupland reports directly to theColepCCL board. Metal packaging and in particular steel packaging isreally the core business for ColepCCL.

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Creating additionalvalue for customersGrant Coupland is proud of the team oftechnologists that he has built up in the newInnovation Centre.

Grant Coupland: “The team is composed of amixture of nationalities, ages, educationalbackgrounds and professional experiences.The fact that some team members come fromwithin the company, some others from outsidecompanies and most of them are relativelyyoung helps to obtain fresh perspectives.

The idea is to form a central network hub ofknowledge through the Innovation Centre, andto use the expertise of suppliers, institutionsand other industries.”

Grant Coupland: “Our primary role is to createideas and to create links, to build bridgesbetween the diverse technologies andapplications. For a special project, the peoplewithin our group often contact the managers atthe customer’s side responsible for purchasing,marketing and packaging or filling technology.In such cases a development team can havemore than 10 members, all in a very flexiblesetting. We make extensive use of our largenetwork of suppliers, institutes and evenacademic institutions and industries outside ofour normal sphere of operations. For specificprojects we bring together the specialists ofraw material steel suppliers for example,producers of actuators that are so important forthe performance of aerosols and variousspecialists from brand owners and we generatecreative ideas together. Then we lead theseideas through a managed process where wefilter the ideas on market acceptability andfeasibility, technical feasibility and of courselast-but-not-least cost-feasibility. Our credo inthis is: can we make it, can we sell it and canwe make money out of it? A nice example ofsuch a joint project is the new design for an

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I n n o v a t i o n

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actuator for aerosol cans for which we recentlyapplied for a patent. Whilst we will not startproduction of actuators ourselves it is of vitalinterest for our customers and ourselves thatthere are suitable actuators on the market. Theultimate goal is always to create additionalvalue for our customers in a way that willreward our company as well.”

Potential forapplication of newtechnologiesColepCCL wants to be an important player inthe aerosol market. The new company, 2 yearsold now, brings together 5 different Europeancompanies employing people from a diversityof nationalities, backgrounds and views.

Grant Coupland: “Moreover we have a strongbalance sheet, so we have the possibility toreally implement our strategic plans. And wecan really help to re-shape the aerosol industryin doing so. We strongly believe in the steelaerosol can business but it may be time fordrastic change. In fact the technology to makesteel aerosol cans has not really changed overthe last 40 years. If there was development in

steel grades, the welding process, coating,printing and shaping, these changes were onlyincremental. I see an immense potential forreal progress through the application of newtechnologies. Laser welding as it is practisednow already in the quite promising CosmoCan-project in which Rasselstein is a sponsor willoffer far-reaching possibilities.

Steel as a base material offers enormous scopefor improvements in terms of laser welding,lamination with PET-substrate, shaping,printing and finally a modern monobloc steelcan. This confirms my preference for steel.”

The “new age can”,an exciting new steelaerosol canGrant Coupland describes the development ofa promising innovation: “In our ambition todevelop new packaging concepts for ourcustomers and to exploit the potential of steel,we are about to bring our “New Age Can” onthe market. This is a monobloc aerosol canmeasuring 22 x 58 mm, a typical size for analuminium aerosol. Now we are able toproduce this small size in Tin Free Steel.Because of its size, we have also nick-named itthe “Mini Can”. We use polymer-coated steelfor the production of this aerosol can whichbrings a lot of advantages. For example,excellent appearance and at the same timehigh resistance against abrasion and corrosion.

It therefore allows real differentiation in themarketplace. An additional important feature ofthis new can concept is that the can is fullyfood compliant. We also believe that there willbe cost benefits compared to existingpackages. With all these advantages in mindwe have high expectations in the market forthe New Age Can.”

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Grant Coupland Head of Innovation Centre

Colepccl Rapid-Spray GmbH & Co KGTel: +49/7392 7060


ABOUT COLEPCCLColepCCL is a supplier in Europe of steel aerosol cans and plastic packages and one of the largestEuropean contract manufacturers of personal care, cosmetic, over-the-counter pharmaceutical andhousehold products. The company was founded in 2004 by the merger of Colep, the Portugueseproducer of steel aerosol and general line cans and an aerosol filler, and CCL Europe, contractmanufacturer of various products and as such a subsidiary of CCL Industries in Canada. ColepCCLis a pan-European group in Germany, Portugal, Spain, the United Kingdom and Poland. The grouphas a turnover of approximately 300 million Euros and employs 2100 people throughout Europe.

The “New Age Can”, a monoblocaerosol using polymer coated steel.

APEALNEWS28-UK 21/10/06 10:11

The seminar wasorganised in thecontext of the ongoingbuild up of packagingcollection schemesinitiated ten years ago in Eastern and CentralEurope in order to meet the objectivesintroduced by the Packaging and PackagingWaste Directive. Experts including DésiréeGuissard, a packaging consultant with more than15 years experience and Christian Pürschel,Public Affairs and Recycling Manager fromRasselstein, discussed the pro’s and con’s of thedifferent systems and the cost drivers andcalculations for packaging collection schemes inEurope.

Eastern & CentralEurope – a growingmarket for steelpackagingDominic Cakebread, Managing Director ofLandell Mills Consulting, a strategic marketingresearch and consultancy company to the food,

drinks and packagingindustries, summarisedthe key macro-economic factors,market trends and otherissues currently drivingsteel packagingdemand in the regionand shed new light onthe future prospects forsteel packaging in these

markets over the next 5 years.

He emphasised that EU-10 countries accountedfor 16% of the EU population but only 5% invalue of the EU packaging market (5 billionEuros). In terms of average packagingconsumption, this represents 72 Euros per capita(vs. 265 Euros per capita in the EU-15) and anaverage GDP growth of 7.7% over the last 5years (vs. 3.3% GDP growth in the EU-15).

SUPPORTING STEEL PACKAGINGRECYCLING IN EASTERN EUROPE

A t a seminar organised by APEAL, the Association of Europeanproducers of Steel for Packaging, 35 experts including steel andcan manufacturers, brand owners and local packaging recovery

organisations discussed the economics and performance of steelpackaging recycling and shared experience on best practice in collec-tion and consumer education.

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As far as steel packaging markets are concerned,he pointed out the great market potential thatexists in Eastern & Central Europe for steelpackaging due to the strong correlation betweenpackaging demand and the growth in GDP andexpected deliveries of steel for packaging in theEU-10. This amounts to approximately half amillion tonnes by 2010, which represents a 57%growth in volume compared to the presentsituation.

L e g a l & E n v i r o n m e n t a l i s s u e s

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Dominic Cakebread, Managing Director,

Landell Mills Consulting.

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Jean-Pierre Taverne Environmental & Technical Affairs

ManagerAPEAL

Tel: + 32/2 535 72 05Email: [email protected]

www.apeal.org

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The wayforwardDésirée Guissardconcluded that,“Assessing the cost ofpackaging collection and recycling systems is apre-requisite for launching any new systembecause it involves a long-term decision:Investments in collection/sorting/recyclingequipment and, investments in communicationto train people to new sorting behaviour. Butthis is not an easy exercise …and is not simply amatter of a « Copy/Paste » of existing systemsfrom abroad. It requires a clear identification ofthe local framework.”

Christian Pürschel from Rasselstein mentionedthe low cost of sorting and recycling of steelpackaging vs. other materials in the waste streamand emphasised that positive scrap prices are thebest incentive and proof of the market interestfor steel packaging recycling. He also pointed

out that deposit-based collection schemes werecounterproductive to the profitability andsustainability of steel packaging recycling as thehigh investment in reverse-vending machinesblocked further investments into multi-materialcollection schemes, which are beneficial to allpackaging formats, not only beverages.

Désirée Guissard, Environmental & Cost

Modelling Expert.

Christian Pürschel, Public Affairs and Recycling Manager, Rasselstein.

APEAL announcesongoing cooperationTo conclude this seminar, the European Steelindustry has made a concrete commitment todeveloping steel packaging markets in Eastern &Central Europe and offered cooperation topackaging recovery organisations in optimisingsteel packaging recovery schemes.

Philippe Wolper, Managing Director of APEALsaid “As demand for packaging in Eastern &Central Europe grows, more packaging,including steel, will have to be collected in orderto comply with the national steel and metalpackaging recycling targets. APEAL iscommitted to working with these markets tosupport the different packaging collectionoptions that are best suited to the local marketconditions and existing collection infrastructure.”

Philippe Wolper, Managing Director,

APEAL.

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B e v e r a g e C a n s

A “HIGH PROFILE” DIRECTMARKETING CAMPAIGNACROSS EUROPEA high profile, three-dimensional mail pack wassent to 670 qualified beverage packagingdecision-makers in France, Belgium, Germany,the Netherlands, Spain and the UK. It containeda specially produced “bright steel” can, the resultof co-operation between European can makers

BRIGHTNESS, RESISTANCE ANDSUSTAINABILITY OF THE STEELBEVERAGE CAN RECOGNISED

I n May 2006, APEAL launched aEurope-wide communicationcampaign addressed towards

brand owners and designers inthe European beverage market.Its objective was to bridge theperception gap in decision-mak-ers’ minds regarding the latestbrightness, protective and envi-ronmental characteristics of thesteel beverage can.

1. BRIGHTER AT POINT-OF-SALES: ● A visible increase in the brightness of steel beverage cans offers brand marketers and designers anew way to improve consumer preference for their brands.

● Significant improvements in homogeneity, whiteness and gloss finish of the can are achievedtoday thanks to a new optimisation process.

● Leading European can manufacturers are able to implement the new surface appearance, offeringoriginal transparent label designs of premium quality.

3. BRIGHTER FOR SUSTAINABLE DEVELOPMENT: The steel beverage can presents an excellent sustainability profile, thanks to:

● increased recycling efforts ± 300% over the last decade - steel is the most recycled packagingmaterial in Europe today.

● continual weight reduction (- 40% less weight over the last 30 years).

● continuous optimisation of the steel production process reducing CO2 emissions, energy andraw material consumption per tonne of steel.

● the sustainable re-use of steel without quality loss.

2. BRIGHTER IN PROTECTING YOUR PRODUCT: ● Unrivalled resistance characteristics of the steel can compared to other packaging alternatives,making it a particularly safe packaging, even in severe transport conditions.

● The resistance parameters (crushing, perforation, denting) are considerably higher for steelbeverage cans).

● At every stage of the logistics chain, steel cans are more resistant to severe transport andhandling conditions.

● Fewer damaged cans result in less product spoilage.

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and steel producers, who together, hadincreased considerably the brightness of thebeverage can. It was decorated with a designwhich valorised its bright metallic aspectparticularly well, featuring the slogan “Brighterwith steel” and was accompanied by aqualitative leaflet highlighting 3 main messages.

BRIGHTNESS INDEX

STEEL BEVERAGE CAN RESISTANCE

STEEL BEVERAGE CAN 33CL BODY WEIGHT - EUROPE

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EVOLUTION IN THEPERCEPTION OF THE STEELBEVERAGE CANShortly after the campaign, an independentsurvey was commissioned to measure itsresults amongst a representative sample of 135brand owners and designers selected atrandom from the mailing list. The surveyrevealed the high impact achieved by the pack,as well as the awareness and perceptionchanges it produced - benefiting the entireindustry.

Asked to evaluate explicitly a number ofcharacteristics of the bright steel can, theinterviewees offered a very clear picture ofhow their perceptions relating to several keycharacteristics had evolved since receiving thepack : its brightness (shifting from -1,2 to +1,6from before to after the campaign), perceptionof it being brighter than aluminium cans (-2,7shifting to +0,9), the steel can being a highlysustainable option (shifting from +1,8 to +2,9).Their perception of the better resistance of thesteel beverage can compared to alternativepackaging formats was already well knownbefore the campaign, so it increased onlyslightly. (from +2,4 to +2,5).

The pack is very original, looks goodand contains very interesting

information.The logos look verygood on steel, which can be a very

bright and innovative material to work with.

Ellie Jackson, Project Co-ordinator,

jones knowles ritchie Ltd.

“

”

It is very eye-catching, and thereforeone is tempted to read on. It shows

the new technological possibilities ofsteel.A good demonstration of how

the bright steel beverage can enablesbetter communication for the brand.

Paul Eevers, Category Supply Management Director,

Beverages, Unilever Bestfoods

“

”

APEALNEWS28-UK 21/10/06 10:12

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B e v e r a g e C a n s

BRIGHTNESS, RESISTANCE & SUSTAINABILITY OF THESTEEL BEVERAGE CANRECOGNISED

❏ Yes, I would like to receive the APEAL News on a regular basis.

❏ English ❏ French ❏ German ❏ Spanish

Name :.............................................................................. First name :..................................................................

Company :........................................................................ Job title : ......................................................................

Address : ................................................................................................................................................................

Postcode : ........................................................................ Country : ......................................................................

Tel : ................................................ Fax : .............................................. E-mail : ....................................................

+32/2/537 86 49F A X R E P L Y

Favourable impact onthe image of theindustry as a whole An indirect effect of the campaign was itspositive impact on the overall image andperceptions of the can-making and steelmaking industries in the eyes of brand ownersand designers. The eye-catching design of thepack, together with its emotional and factualargumentation, backed-up by credible thirdparty testimonials, clearly had a positive impacton these decision-makers' perceptions of thecombined industry. In particular, brandowners' perceptions of the industry evolvedsignificantly on parameters such as“innovation”, “good R&D”, “modernity” and“up-to-date”. Decision-makers' perceptions ofthe industry's “willingness to listen” alsoimproved, which is proof that this informativecampaign effectively responded to thepreoccupations of its target audience.

A P E A L N E W S R E A D E R S H I P

Circulation

13 000 copies in 86 countriesBrand Owners (44%), Institutions (16%), Can Manufacturers (11%), Retailers (8%),

Steel Industry (5%), Journalists (5%), Consultants (4%), Packaging Designers (2%),

Equipment Makers (1%), Others (4%).

Languages available

English, French, German, Spanish

I S S U E N R 2 8 - N O V E M B E R 2 0 0 6

Responsible Editor

Philippe Wolper - APEAL

Chief Editor

Charles Reuland - APEAL

Coordination

Sarah Clapham - APEAL

Editorial Committee

Renaud Batier - APEALCatherine Jung - Arcelor Packaging

Tom McMurtry - Packaging ConsultantJackie Mellese - APEAL

Jochen Lohscheidt - Rasselstein GmbHSusan van der Steenhoven - Corus Packaging Plus

Jean-Pierre Taverne - APEALEvert van de Weg - Packaging Consultant

Concept Design : - www.pavy.be

Printed on recyclable paper

The Association of European Producers of Steel for Packaging

Avenue Louise 89 • BE-1050 BrusselsPhone +32/2/537 91 51 • Fax +32/2/537 86 49

E-mail : [email protected]


PERCEPTIONS OF THE BRIGHT STEEL CAN

APEALNEWS28-UK 30/10/06 14:06

apealnews28-uk 21/10/06 10:07 page 1 news...news 28 packaging. designers and retailers in virtually...

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