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Sponsored: Redefining packaging
Packaging is a canvas that can help your brand tell a million and one stories, stimulate the senses, and influence how consumers feel about your products.
Packaging is a tool that can tell any story and have a wide impact. It is a crucial element of building relationships with consumers, and a vehicle enabling consumer engagement and experience. Consumer engagement is particularly important for those beverage categories that want to develop, seek new consumption occasions and, therefore, are looking for more disruptive packaging.
According to Nielsen, off-premise sales of canned wines in the US hit US$80m (£60m) last year, while the hard seltzer category, which is almost entirely packaged in cans, was valued at US$4.4 billion in 2019, and, according to estimates from Grand View Research, is due to be worth a staggering US$14.5bn by 2027. With restaurants and bars currently shuttered in many countries due to the coronavirus pandemic, cocktails in cans are growing in popularity because they provide consumers with a convenient and affordable way to enjoy bar-grade serves from home.
During the first lockdown in March, canned wines and RTDs offered a lightweight and easily recyclable option for those meeting family and friends outdoors for walks and picnics. Also, today’s consumers are savvier than ever, and, as well as wanting products that care for the environment, they also demand brands take them on a journey and offer them an experience.
They are seeking an emotional connection with the brands they engage with, and are looking for products with an authentic and unique story to tell. Packaging is a core asset that enables brands to build relationships with consumers, providing engagement, visibility on shelves and other brand- building opportunities.
Harnessing the importance of sustainability and convenience when it comes to consumers’ purchasing decisions, cans have opened up the beverage world to a host of new drinking occasions, shaking up the wine category in the process, as consumers become more open-minded and curious about alternative packaging formats.
Thanks to cutting-edge technology, CANPACK is able to answer the consumer’s need for sustainable packaging that, when properly utilised (CANPACK collaborates closely with partners to help them do that), can bring the brand story to life, can engage, and can be a true canvas for creating exciting brand experiences. Aside from beverage cans, the company produces a range of packaging solutions, including high- quality glass, metal and food packaging. CANPACK cans are lightweight and recyclable with printable surfaces.
They come with an array of tab types, opening styles and sizes. Offering their clients creative support through the design process, each can design can be customised with a series of special effects, from high-resolution printing to various inks enabling underlining the core product benefits or key elements of the brand’s equity, with a series of finishes on offer, including matt, satin and pearl.
The cans can glow in the dark, show a hidden message when chilled, and reveal new colours when exposed to the sun, allowing brands to tap into the growing trend for excitement and personalisation.
There is so much more to packaging also when it comes to CANPACK glass bottles. Available in a range of colours, including clear, green, amber and blue, and an array of shapes, each bottle can be customised with embossing and bespoke crown caps.
CANPACK recently launched a new brand strategy across all of its product divisions, which is encapsulated by the slogan: Create That Feeling. “A can or bottle plays a vital role for a brand,” says CANPACK’s chief commercial officer, Stephen McAneny. “It can be the crucial first impression, spark thirst and create enjoyment. It can even, on occasion, become an iconic brand property or create an innovative new experience in itself.”
He adds: “Now there’s a need for packaging to do more for our customers. To stand out in a crowded world and meet new expectations. But also to help them with growing challenges like sustainability. Only a true partner can do this. With CANPACK’s choice of technologies and solutions, and, above all, our collaborative attitude, we are perfectly placed to fill this role.”