Estathé®, an iconic Italian tea leaf-based beverage produced by the Ferrero Group, has partnered with Crown to launch a refreshing summer promotion in aluminum cans, an infinitely recyclable package. Presented in a modern, weight-optimized 330 ml “Sleek” format (Crown’s lightest can), the marketing campaign features a cast of fun and typical beach characters that consumers have likely interacted with and asks, “What kind of beach are you?” To bring this promotion to life, it has collaborated with Crown’s EMEA beverage team to produce the cans locally in Parma, Italy.
To efficiently print the eight character variations, Crown used its Colorful Accents™ technology, which allows four unique designs to be produced in the same print run. This process is efficient and flexible for brands, allowing them to create palettes with a combination of designs.
In addition to the variable printing technique, Crown implemented its HQP (high quality printing) technology to enhance Ferrero’s detailed design graphics on each can. By using high-resolution printing plates to ensure top-tier print quality with improved dot separation, this technology brings color nuances, creates depth and adds a vibrant richness to each design, all of which enhances contrasts and shadows. The eye-catching designs are complemented by a matte finish that adds an element of elegance and a premium look to the packaging.
The Crown and Ferrero partnership also leverages sustainable packaging that supports the circular economy, thanks to aluminum’s ability to be recycled. With the launch of a new line of canned products in April this year, Crown and Ferrero are offering consumers in Italy the opportunity to enjoy collecting each unique character featured on the cans, while using responsible packaging.
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