New can design to Crown 1664's modern image
it will produce a new stylish 50cl aluminum promotional can for
Scottish & Newcastle's Kronenbourg 1664 brand.
The can has been developed in cooperation with Crown's Europe & Middle East affiliate Bevcan and world-renowned contemporary designer, Philippe Starck.
It has been described by Crown as "an elegant, modern design that reinforces the premium quality of Kronenbourg 1664 while giving the brand a new twist."
A new eye-catching silver ink, designed specifically by Crown for this project, has been used. It is designed to create a 'pearl-like' quality when rotated under light.
"We adopted a promotional can with a crisp, modern look to reflect the high-quality of beer inside the package," explained the Marketing Manager at Brasseries Kronenbourg.
This is an interesting development for a brand whose marketing thrust has been to appear traditional, rather than modern. Caroline Archer-Reed, the Marketing Director for CROWN Bevcan, explained that:
"Utilizing innovative, creatively designed beverage cans to attract consumer attention is an increasingly popular and effective marketing trend."
The promotional cans will be available in supermarkets throughout France until the end of the year. The group has not announced any plans to use the new can beyond that time.
