Canmakers to promote the can in Germany

February 15: Beverage can manufacturers are planning to launch a multi-million euro campaign to promote the metal can.

It will coincide with the introduction of a revised deposit system in Germany on 1 May that is expected to boost sales.

“It is so far the biggest marketing initiative for the beverage can that has been made in Europe directly towards consumers,” said Göte Nylin, market development director at canmaker Rexam, and chairman of the marketing committee of Beverage Can Makers Europe, the body that represents the industry’s interests. “It will cost several million euros.”

The BCME advertising campaign is being designed and implemented by leading German agency Echtzeit. The core message will be that cans are cool, fresh, convenient and trendy, and provide freedom and enjoyment. The campaign will use billboards and TV commercials on MTV, sponsored TV programmes, web banners and competitions.