Crown’s decorative can finishes seek to build customer loyalty

Crown Bevcan Europe & Middle East, a business unit of Crown Holdings, has unveiled several decorative can finishes which are designed to help beverage brands enhance visual appeal and foster greater interaction with consumers.

The finishes – which are being showcased at BrauBeviale 2018 this week – are an extension of Crown’s Colourful World technology portfolio, which aims to address the need for greater differentiation at the point of purchase.

New additions to the range include: MattTactile and TactileEdge, which are advancements of the company’s Tactile finish and run at “extreme energy levels without loss of line speed”; MirrorGloss, billed as the next generation of Crown’s existing gloss varnish; Frost, which gives cans a dewy look; and Sparkle, featuring sparkling elements and said to be ideal for adding a premium look to packaging.

At the trade show in Germany, Crown is also featuring its Reactinks technology – a combination of four hues into one ink that changes colour at each stage of consumption for maximum consumer engagement.

Affected by both temperature and sunlight, the Reactinks technology will reveal the amount of cold beverage left in a can, as well as display different colours in the areas shaded from light, for example, where a consumer holds the can.

To demonstrate the impact that decorative finishes can have, Crown’s booth includes several recent commercial launches, including Coca-Cola Turkey’s thermochromic summer designs featuring thermochromic inks.

Florian Combe, marketing manager NPD at Crown Bevcan Europe & Middle East, said: “Our goal at Crown is to help beverage brands continue to find exciting ways to innovate and adapt to the changing demands of consumers and retailers.

“From initial concept to the final stages of a project, Crown is a dedicated partner every step of the way, helping brands excel in a competitive marketplace. We listen to our customers’ needs, strive to understand their vision and deliver the packaging that best serves their products through our design and industry expertise.”