The "Sleek Can" is a new beverage can format with a strikingly slender silhouette developed by Ball Packaging Europe. In France, Coca-Cola and Kronenbourg have now started to launch the new can on the market. "We are acting on the trend towards new container sizes. Unique container shapes help beverage producers to both differentiate and position their brands and also when launching new products on the market", explains Rob Miles, Vice President Marketing at Ball Packaging Europe. The Sleek Can has the normal 330 ml filling volume, but is some 30 mm taller and therefore significantly slimmer in shape than the standard beverage can. In future Ball Packaging Europe will also be supplying the Sleek Can in 300 ml and 250 ml sizes. The Sleek Can differs from the standard 250 ml slim-line can in diameter (58 mm compared to slim-line can 52 mm). The Sleek Can re-positions both beer brands and also soft drinks. "The slender silhouette gives the can an elegant and high quality appearance. It enables beverage producers to increase the attraction of their products on the retail shelf", according to Rob Miles. The slim shape of the can visually represents the trend towards low-calorie beverages. This makes it particularly suitable for new health and wellness products. Coca-Cola uses the Sleek Can to more specifically differentiate its brands: Starting in April 2005, the beverage company will be selling familiar products in the new container in France. The brands Coca-Cola cherry, Coca-Cola vanille and Coca-Cola caffeine-free are to be filled in the new can. Market research surveys carried out by Coca-Cola France confirm the positive effect and the unique appeal which the Sleek Can has on consumers. The cans are being launched on the market in multi-packs and promoted appropriately. Kronenbourg will be the first brewery in France to bring the Sleek Can on to the market in April 2005. The Kronenbourg brand 1664 will switch completely from the 330 ml standard can to the Sleek Can. The aim is to position the 1664 beer more firmly in the premium segment using the new container. The Kronenbourg beer/lemonade mixes, Panaché, Force4 and Force4 Light are also being switched from the 330 ml standard to the Sleek Can. The new can shape primarily highlights the youthful fresh nature of the beer mix brands. These are also sold in attractive multi-packs.
