Nearly five billion cans are filled every year in France. An increasing number of companies in the sector are in a constant process of innovation, whether in graphic design, communication actions, promotion in distribution channels or recycling initiatives. The can has just turned 85 years old and is undoubtedly gaining more and more prominence, its multiple assets attracting all generations of French people, but also historical brands and newcomers to the market such as wines, hard-seltzers, specialty beers, etc.
The GIE la Boîte Boisson, the French can manufacturers have organized what is already the 3rd edition of the ‘Golden Cans’, in association with their out-of-home ranking program where they have unveiled the winners of the 2021 edition. The winners, nominated by a jury of experts in ten categories, were announced during the Trophy Award Ceremony, held on November 16 in Paris, in the presence of numerous players from the industry.
In this new edition, the jury of experts of the ‘Canettes d’Or’ which, after lively deliberations, awarded a total of 18 prizes, ten in the name of La Boîte Boisson to reward innovations and novelties of the Brands and 8 in the name of the out-of-home collection and recycling program ‘Every Canette Account’, to promote sustainable development initiatives.
The third Trophées des Canettes d’Or saw the record participation of more than 150 new products and initiatives in 13 categories. The jury was made up of a large group of experts in design, marketing, professional journalists and specialists from La Boîte Boisson and its ‘Every Can Counts’ collection program with CITEO.
This new edition has registered a new record of participation with 150 applications. A trend that, according to the organization perfectly reflects the dynamism of the sector. According to Boixxon Box, the can registered an increase in sales volume of 8% in supermarkets, when all consumer products remain below 1%. “This dynamism is also reflected by the number of innovations that have chosen the can, whether they are completely new products such as hard seltzers for which the can is indispensable such as energy drinks or existing beverages that are available in cans to reach new audiences and conquer new modes as well as moments of consumption such as wine,” they add.
In emerging market segments or in more ‘classic’ universes such as water or beer, the emergence of new entrants is bringing a breath of fresh air and shaking up somewhat historic brands that are redoubling their creativity. Sylvain Jungfer, secretary general of Boisson Box, also points out that “the can is essential for many brands because of its environmental qualities. It must be said that the French are increasingly attentive to the impacts of their consumption but also for their health and for the planet. They can therefore feel reassured by the environmental arguments that are increasingly present in can decorations, in particular with our ‘Infinitely recyclable metal’ logo, not to mention innovative plastic-free overwrap solutions.”
This national event, which has been a great success in the two previous editions, still aims to highlight the many initiatives and innovations recently launched by brands throughout France, whether in terms of graphics, communication actions, distribution channels, or new markets.
On this occasion, the general public also had the opportunity to award ‘La Canette d’Or du Public’. In total, 18 big winners were chosen: 17 by the Jury and 1 by the general public, who voted for their favorite can on the site les canettesdor.com and the social networks of ‘Every Canette Account’.
