On the occasion of the upcoming 2022 Winter Olympic Games in Beijing in February, Slovenian brewery Pivovarna Laško Union has launched an ingenious marketing campaign for its Laško brand.
The initiative was created to raise awareness and highlight the potentially catastrophic impact of climate change on the Olympic Games. To support the campaign, Laško beer has launched a limited edition Winter Olympics can to coincide with the important sporting event.
As Urban Kramberger, senior brand manager at Pivovarna Laško Union, explains: “A can is a package with strong storytelling and communicative potential and at Pivovarna Laško Union we have used it to the fullest. Consumers are now increasingly engaged with environmental issues and to be able to educate consumers through our packaging is a real honor.”
In addition, an expedition has been organized from the Slovenian capital, Ljubljana, to Beijing. The expedition team will take with them a small piece of the Triglav glacier, the national symbol of Slovenia, which is also the symbol of iceberg depletion worldwide. CANPACK has been commissioned to produce cans for this project. Pivovarna Laško Union’s limited edition can design encourages consumers to learn more about the campaign through the interactive QR code.
Stephen McAneny, commercial director of CANPACK notes that “CANPACK’s use of the Hi-Res effect captures all the details of the design, while the Thermo effect indicates the right drinking temperature and adds a surprising and appealing twist to the can” to which he adds that “as a society, it is important for us to combat global warming and act as ambassadors for the environment”.
