A complete redesign of Ball Corporation’s entire special effects range and new temperature-reactive technology is being unveiled at this year’s BrauBeviale show, which takes place in Nuremberg, Germany, from 12-14 November.
The range aims to help brands capture the attention of consumers in a competitive market, without affecting the recyclable credentials of the aluminium can.
Currently in pre-launch trials, the latest Thermochromic Reveal technology reacts to ambient temperature changes. An update on the existing simpler, one-stage thermochromic effect, a new two-stage process enables customers to engage consumers at purchase, when the can is cooled and at the moment of consumption.
With dynamic colours and designs, in stage 1 the new cans are able to alert retailers or consumers when beverages are at optimum temperatures. In stage 2, once the can is being consumed, the design will reveal hidden images and messaging as the temperature changes.
With the global market for smart packaging projected to grow to a value of US$7.8 billion by 2021, new technology is enabling brand owners to grow awareness and market share using on-pack interactivity. Ball Corporation’s Interactive Can, previewed at last year’s Brau, uses Digimarc technology to apply a discrete code within artwork. Consumers can scan this watermark from their devices to activate online content, including marketing narratives, product information, special offers, recommendations and reviews.
In total, Ball will be showcasing ten unique effects and printing techniques on its stand at the show, all of which help to create true standout on shelf. These include the eye-catching Day Glo finish, which uses special bright inks to naturally radiate an intense reflection of colour, with or without UV light.
The Glow in the Dark range and UV light-reacting Neon effects enable companies to bring to life branding and messaging in situations they never could before, such as in cinemas and nightclubs. Photochromic reacts dynamically to sunlight while Tactile and Matte OV use sophisticated printing techniques to create a physical and visual impact. Lastly, Eyeris High Definition allows brands to take advantage of maximum printing resolution for highly detailed and photographic imagery.
“Our new special effects collection demonstrates how brands can connect powerfully with consumers without compromising the infinite recyclability of cans, currently at 74.5 per cent in Europe and rising,” said Ana Neale, director, marketing and strategic planning at Ball Beverage Packaging Europe. “Applying these stunning effects to the can’s 360-degree canvas is a win for the beverage business which will encourage more brands to choose aluminium as their sustainable packaging choice.”