Material Matters: Thyssenkrupp Rasselstein Launches a New Advertising Campaign

In August, thyssenkrupp Rasselstein launched a new international advertising campaign to reinforce the perception of its brand, which will be seen in specialized media and at trade fairs such as Metpack 2026 in Essen. With the slogan “rasselstein® Material matters,” the only German manufacturer of tinplate puts products made with packaging steel in the foreground with expressive color accents and a clear visual language: cans for food, paint and aerosol cans, as well as crown caps.

The specific qualities of rasselstein® tinplate are illustrated by four motifs: excellent quality, innovation capacity, staff specialization, and circular economy. The series is completed with a fifth motif that clearly highlights the advantages of packaging steel over composite packaging materials.

In each motif, suitable symbols are stamped on the cans or crown cap, while the interior is shown to the outside. The typical content is made visible, for example, corn in the food can. The new “claim” replaces the previous presentation “rasselstein® – for those who can!”. The visual representation clearly conveys the message: quality is engraved. “The market has evolved, so it was time to adapt our campaign,” says Carmen Tschage, Head of Communications and Market Development at thyssenkrupp Rasselstein GmbH. “The new campaign makes it clear that behind each of our products there is not only high-quality material, but also the experience of our people. This combin ation is decisive for our customers.”

Reliable partner for complex requirements
The advertising campaign is not only aimed at current tinplate customers, but also at packagers who, when choosing their packaging, must decide between materials such as glass, plastic or tinplate. thyssenkrupp Rasselstein remains the right partner, because in complex products such as tinplate, in addition to the quality of the material, technical advice is a central decision criterion. “We are one of the reference partners for all experts who know exactly what counts in packaging. With the experience of our staff and thanks to the high efficiency of our innovative packaging steels, we find a reliable solution for every requirement of our customers,” says Carmen Tschage.

Tinplate also remains the first choice when it comes to recycling

In addition to its presence in specialized media, the campaign will be used in the future for trade fair participations, for example at Metpack 2026 in Essen. “The campaign not only reinforces the perception among our customers, but also internal identification. It shows what we stand for: maximum material quality, reliability and a clear stance on sustainability,” summarizes Carmen Tschage.

Tinplate has a closed material cycle and a recycling rate of more than 80% in Europe. It can be recycled repeatedly without loss of quality. This makes it ideal for a functional circular economy and keeps it among the highest quality packaging materials on the market.