Rexam’s 360° debossing is launched for the first time by Spendrups in Sweden

Rexam’s latest can innovation, 360° debossing, has just been launched in Sweden by local brewer Spendrups on its Bright Brew and Premium Gold brands.

Rexam’s 360° debossing technology is the first of its kind. It allows drinks companies the flexibility to choose from a variety of different patterns to enhance their brands with both visual and tactile elements. What’s more, two independent laboratory reports have shown that the debossed design helps cans stay cooler in the hand for longer – so, theoretically, keeping the contents colder for longer!

Produced in Rexam’s Fosie plant, the Spendrups debossed can - which used a fluted design offering high visual impact and brand alignment - was available for 4 months from May 2007 and was sold in Swedish grocery stores as well as Systembolaget , Sweden ’s specialty alcohol retailer. Spendrups supported the launch of the can with a point of sale advertising campaign as well as offering a limited edition coolbag with every six pack.

The 360° debossing technology was pioneered by Rexam last year. Ann Bonner, Rexam’s Marketing Manager, commented: “The enhanced design benefits of debossing, coupled with its ability to help keep products cooler for longer, offers a clear advantage for our customers in product differentiation, and further added value for our customers’ customers.”

She continues, “360° debossing again demonstrates our commitment to innovation and our ability to produce packaging formats that help our customers meet the needs of today’s consumers.”

Fredrik Sverkersten, Brand Manager of Strategic Beer Brands at Spendrups added, “As a local brewery competing with strong international brands, it is imperative that we constantly deliver new and innovative concepts to capture the consumers’ attention. Using the can as a marketing tool gives us an enormous advantage. Rexam’s 360° debossing technology coupled with the matt varnish signalled to the consumer that it was no ordinary can. The use of these innovations allowed the consumer to really “feel” the brand.”