Instagrammable look: Ardagh unveils “head-turning” black cans for Life Water

23 Sep 2019 --- UK-based Life Water has launched a sparkling version of its natural spring water in a matte black aluminum can, with a black colored shell and tab, produced by Ardagh. This complements its still water, released last year in a statement matte silver can. The recyclable packaging allows the company to tap into demand from an increasing number of consumers who are seeking to reduce their plastic waste.

The company notes that Life Water cans make its green credentials clear, putting its commitment to sustainability front and center throughout the product packaging. Aluminum is a permanent material that can be infinitely recycled and has the highest recycling rate of any drink packaging on the market. The packaging highlights this by stating “Cans Recycle Forever” in bold, stamp-effect lettering, as well as stating that “There’s No Planet B.”

This overall effect of the design is touted as being a no-fuss, no-waste, highly Instagrammable look for both the still and sparkling products. Additionally, the matte black and silver Life Water cans combine as a pair to create a head-turning ‘raw’ appearance, described as a gorgeous aesthetic that is proving central to the company’s rapidly growing #ZeroPlasticSolution marketing campaign.

The cans are widely available for retail purchase in multiple venues and online. They gained popularity during this year’s Glastonbury Festival in the UK following the ban on selling single-use plastic bottles across the entire festival site. This was a reflection of the wishes of the attendees, although over one million plastic bottles were previously sold at the festival. The company says that the substitution of Life Water’s cans has massively reduced the environmental impact of the world’s largest greenfield music and performing arts festival.

A 2018 Innova Market Insights survey found that 64 percent of US and UK consumers expect companies to invest in sustainability. The survey found that consumers’ environmental concerns outweigh social and ethical ones when considering the brands that they buy.

Additionally, Life Water cans won Best Water Drink at the World Beverage Innovation Awards 2018, and achieved Finalist for Best Can. The water is sourced from local natural spring sources and is filled on the company’s own filling line in the UK. The package is also British designed.

Ardagh notes that metal is universally recognized for its protective qualities, versatility and environmental credentials, metal has the highest recycling rates of all packaging materials in Europe, thus effectively contributing to the fundamental principles of a circular economy.

Last week, Ardagh supplied Austrian winery Weingut Johann Müllner with a slimline aluminum can for its “Kiss Me” Sauvignon white wine spritzer, designed to appeal to contemporary audiences. Earlier this year, the company also added copper to its Coloured Tab and Shell portfolio.

By Katherine Durrell

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