Poland’s Okocim Jasne chooses Canpack to print its limited edition comic tins
Carlsberg, owner of Okocim Jasne, decided to take the initiative to collaborate with CANPACK to implement an innovative packaging design strategy. This involved the uses of funny comic cartoons on their beer cans.
The purpose of this design is to seduce young adults, within a new innovative marketing campaign. According to IRCenter market research (Youth Report 2021), up to 92% of the age group says they actively seek out new experiences from familiar brands. Alternative humor is also perfectly in vogue with youth culture at the moment.
For his part, the spokesperson for Carlsberg Polska, owner of the Okocim brand, says: “To implement this unique project, we needed to collaborate with someone whose work is bold and at the same time comments on reality in a fun and penetrating way. Without hesitation, we contacted Andrzej Rysuje,” he said.
Polish artist Andrzej Milewski is better known by the artistic alias he uses, Andres Dibuja. These cartoon drawings have stood out for their particular satirical and ironic style. His popularity among local readers for his false, naive and strongly satirical, often subversive style made him enormously well known for analyzing current issues from an ironic point of view. A fact that made the cartoonist the best choice to create a unique set of collector’s edition beer cans.
He created four designs for Okocim Jasne, each can telling a funny story with a wry observation on the subject of beer drinking and Polish culture. Consumers can purchase individual cans and choose their favorite cartoon or buy a 4-pack with the themes randomly mixed and only revealed when the wrapper is removed. The added appeal of collecting a set of cans that make them laugh further engages consumers with the brand.
The design of Carlsberg’s unique can was realized thanks to CANPACK, a company with a long history of partnership with Okocim and Carlsberg. These unique cans were produced using CANPACK’s innovative QUADROMIX technology, which allows four different designs to be printed in a single run.
According to Stephen McAneny, commercial director of CANPACK: “QUADROMIX technology is the perfect solution for brands to tell their stories through product packaging. Okocim Jasne has used this to maximum effect, not just cans that tell stories, but cans that make consumers smile and make them think too”, he concluded.
