Darling, where have you been? We haven’t seen many cans in our beverages department in Germany lately. Partly because of restrictions in distribution and blurry recycling rules – hence the german recycling system “Der grüne Punkt” which profiles itself through ridiculous, ecologically unefficient rules – because it is a law about packaging, not originally a useful set of rules for eco-innovation.
Cans communicate sunny tastes from italy in an irrestistible packaging
So maybe it is time to take a look at the soda can again and reconsider what it could be for a mobilised society. In 2007 Coca Cola presented a resealable closure for soda cans, but admittedly I never heard from it again. Now the can is trying a renaissance by showing off its brandbuilding capacities. San Pellegrino, the italian water premium brand, introduced two new lemonade flavors, which originality and difference to others rely on the packaging choice – the can.
San Pellegrino organised the secondary selling with displays in cooperation with german multi-player STI Group, who proved once again that also big players can be very flexible and creative. So at the moment, the soda can is so rarely seen in germany that you should seize the moment and show what you…can.
