Rexam Beverage Can has been chosen by Grolsch to produce a special edition can to support the company’s partnership with 3FM Serious Request, an annual charity fundraising event run by Dutch radio station 3FM.  3FM Serious Request 2012 will draw attention to baby mortality. This ‘silent disaster’ results in 5.5 million casualties every year, takes a life every 6 seconds and is due to a lack of care for mother and newborn and lack of medication when needed.  Simple care and support can fight baby mortality. This is the cause for which 3FM wants to raise financial help and awareness. 

As one of the main partners for the 3FM Serious Request event, which sees three DJs locked in a glass room for six days hosting a radio show, Grolsch will use the unique and eye catching design to encourage its consumers to contribute to the cause.  For every can sold, Grolsch will donate €0.25 to 3FM Serious Request. The cans will be available from early December in retail outlets across the Netherlands.

Rexam’s Milton Keynes plant is producing the 50cl cans, which will be filled with the well known Grolsch premium lager, and will display the strapline ‘Raise Your Can’ and music themed imagery. 

Tom Verhagen, General Director Royal Grolsch, commented; “We know from experience that special edition cans are well received by consumers and so this seemed the perfect way to support the 3FM Serious Request fundraiser.  With the event taking place in our home town of Enschede, we hope the cans will really help to make it a success and encourage our consumers to ‘Raise Your Can’ for a great cause.”

Matthijs Jansen, Sales Director at Rexam Beverage Can B.V. Oss, added; “It has been great working with Grolsch and to play our part in helping raise money for such a fantastic cause.  We hope the special edition cans contribute to making 3FM Serious Request 2012 a great success.”