Swedish Brewer Spendrups Gets to Grips with Rexam’s 360 Embossing

360° embossing, pioneered by Rexam, offers improved shelf appeal and a new and exciting drinking experience for consumers. What’s more, two independent laboratory reports have shown that the embossed design helps cans stay cooler in the hand for longer.

20/02/09 Rexam’s latest 360° embossing design has been adopted by Swedish brewer Spendrups on a limited edition can for its popular Norrlands Guld beer brand.

Launched this year to support a summer of sports campaign, the stylish embossed diamond pattern not only gives the Norrlands Guld can an eye catching new look, but offers a tactile element that is perfect for drinking on the go and at sporting events.

This is the second time Spendrups has used Rexam’s 360° embossing technology to promote its major brands in the key summer period. In Summer 2007, Spendrups used a fluted embossed design to enhance its Bright Brew and Premium Gold beer brands.

360° embossing, pioneered by Rexam, offers improved shelf appeal and a new and exciting drinking experience for consumers. What’s more, two independent laboratory reports have shown that the embossed design helps cans stay cooler in the hand for longer!

In addition to the diamond emboss a number of other innovative designs are being developed by Rexam, including an eye catching “golf ball” pattern.

Commenting on the cans, Erik Jarnsjö, Marketing Manager Beer for Spendrups said: "In such a competitive market, we are always looking for new ways to give our customers an improved drinking experience and drive sales. Using the can as a marketing tool gives us an enormous advantage, delivering new and eye catching products allows us to positively impact our customer’s drinking experience. Early feedback indicates that Norrlands Guld drinkers really like the touch and grip feel of promotional cans”

Ann Bonner, Marketing Manager for Rexam added: “The design benefits of embossing, coupled with its ability to help keep products cooler for longer, offers a clear advantage for our customers in product differentiation, and further added value for the consumer. This latest design in 360° embossing demonstrates our commitment to continuously innovate and our ability to produce packaging formats that meet the needs of today’s consumers.”

Launched in May this year, the Norrlands Guld can is available in retail outlets across Sweden and has been supported by a marketing campaign spanning both print and broadcast.