Beverage can manufacturer Ball Packaging Europe will be appearing at drinktec 2013, the leading world fair for the beverage and liquid food industry, to present its portfolio of beverage cans and aluminum containers for special occasions. Some highlights at Stand A1.302 will be the Magic Straw Can and the classy Aluminum Bottle with the long-neck design. Ball will also be exhibiting its variable printing technology Dynamark for individualized consumer targeting. Many and varied though the solutions from Ball may be, they have one thing in common: the ability to offer consumers supreme convenience and ensure for brand owners optimal brand presentation at the point of sale.The versatility that is inherent in the beverage can as a marketing tool for specific consumer targeting will once again be very much in evidence at Ball's booth at drinktec 2013. The new, variable printing technology Dynamark enables up to 24 design variants to be applied per production run – even in the case of large batch sizes. From logos and portraits to graphics and individualized messages, all things are possible, providing for direct consumer communication and eye-catching allure at the point of sale.
Magic moments
Ball's new offers a special surprise effect. As the consumer opens the can, a straw appears as if conjured out of thin air. Decorable by laser technology, the straw offers additional space for brand presentation in the form of logos or promotional codes. Initial consumer surveys carried out in Spain and the UK indicate that this specialized can offers important market potential, particularly among young consumers. "The Magic Straw Can not only triggers this 'wow' effect," explains Benoit Hirszowski, Marketing Director at Ball Packaging Europe, "it also has a particularly small opening. That reduces the danger of contamination. The can-integral straw thus also promises enhanced product and consumer protection."
