Pharma packaging leaders: Spotlight on Rexam Healthcare- REXAM - Fluorescent inks
- Rexam Healthcare's Clic-Loc line
Pharma packaging leaders: Spotlight on Rexam HealthcareREXAM - Fluorescent inksRexam Healthcare's Clic-Loc line
Rexam is one of the world's leading global beverage can makers, making around 60 billion cans each year. The vast majority are made of aluminium at one of 57 can and end-making plants across the world. The company's aim is to make cans as efficiently, profitably, and sustainably as possible.
www.rexam.comReleased just a couple of years ago, one of Rexam's latest decoration options has gotten a number of firms to take notice of new possibilities with regard to marketing opportunities. One of the first companies to sign on to using fluorescent ink was Radioactive, a firm based in the USA making a line of energy drinks. Using fluorescent ink became a central part of their marketing message and brand identity, a natural fit for the cutting edge energy product. The company also reformulated its beverage to add more vitamins, lower the caloric intake, and reduce sugar to deliver the ideal energy boost.
"Our beverage is perfect for the health conscious consumer who wants a boost to support their active lifestyle," said Joseph Rossi, CEO, Radioactive. "Our distinctive formulation provides superior energy that helps fuel a busy day. And through our excellent partnership with Rexam, we are able to provide it in a great-looking new can with glow-in-the-dark graphics that really 'pop' off retail shelves."
The company chose Rexam cans because they help the beverage stand out in the crowded beverage marketplace. Radioactive also supports the fact that aluminum cans are the best environmental and sustainability choice available, with a recycle rate at more than double other beverage packages.
"We understand that the goal of packaging is to help build customer brands and bottom lines," said Andre Balbi, president and CEO, Rexam Beverage Can Americas. "In this case, we were able to work closely with Radioactive to deliver a unique can that differentiates the brand and catches the eye and buying power of the consumer."
Not to be outdone by the US, Russian firm Favorit Stolica also decided that a glow in the dark can would offer an ideal marketing vehicle for their Black Jack range of drinks. The company's new cans have updated graphics using fluorescent ink and are incorporated across the Black Jack range of cocktail-inspired alcopops, including Mojito, Tequila Boom, Sex-on-the-Beach, and Rum and Coke.
Rexam Russia produces the 50cl out of its Naro-Fominsk plant. The glow-in-the-dark ink absorbs light and when in the dark, glows with a green hue. The new can design accompanies a change in the brand’s flavour profile, to offer consumers a more natural tasting product.
Natalia Kachalova, Technologist at Favorit Stolica said, "We have developed a great relationship with Rexam and have worked closely with the manufacturer to relaunch the Black Jack range. Just as the taste of Black Jack replicates cocktails offered in bars and clubs, the can looks to recreate the same environment that our target audience of 25- to 30-year-olds experiences when out."
Rexam is a leading global consumer packaging company, a creator of packaging for many of the world’s favourite brands, shape the experience of all kinds of products that consumers choose, use, and depend on every day, making drink cans for some of the most famous names in the world.
Rexam considers its job to make high quality packaging as efficiently, profitably, and sustainably as possible, making
both aluminium and steel cans in a wide variety of different sizes - from small squat cans, through slim models, to large 1 litre cans – the largest range of any manufacturer. They are used for a wide array of beverages, including beer, soft drinks, juices, sport and energy drinks, water, wine, spirit mixers, and even iced coffee.
The company is committed to continuous operational improvement and have developed a range of technologies to help customers make their products stand out on the shelves and shape the users' brand experience. These include shaping and embossing, large opening ends, promotional tabs and ends, temperature-sensitive inks, and fluting, among many others.
