Innovative Textured Can for BAWLS Guarana

Using the highly distinctive feel of BAWLS Guarana’s glass bottle as inspiration, Crown developed a unique tactile effect for the can.

02/08/06 In a recent expansion of its BAWLS product line, Hobarama, LLC launched a 16oz can of the high-caffeine beverage BAWLS Guarana. The cans are the first in North America to feature a foaming ink technology developed by Crown Holdings, Inc. that creates a raised surface on the cans and replicates the bumpy feel of the signature BAWLS Guarana glass bottle.

Hobarama CEO Hoby Buppert views the cans’ look and feel as a natural extension of the company’s product offerings. “Nearly ten years ago, we broke the mold with BAWLS Guarana’s bumpy, cobalt blue bottle,” commented Buppert. “With this ink technology, we’ve turned traditional packaging into a unique, fun compliment to our premium product that will stand out in the crowded beverage industry.”

Using the highly distinctive feel of BAWLS Guarana’s glass bottle as inspiration, Crown developed a unique tactile effect for the can. A special foaming ink was spot-applied in small circles all over the can, creating a unique velvet feel for consumers as they grip the package. “BAWLS Guarana is a brand that centers on fun and energy,” says John Corelli, Manager – Graphics Planning, Customer & Technical Service for Crown in North America. “Being the first to commercially apply the foaming ink technology in the North American beverage market is a fun, creative way to increase consumer interaction and appeal.”

Illinois-based Folsom Distributing is handling the initial launch of the cans in the St. Louis metropolitan area. The distributor reports a solid entry into the convenience store market with can sales actually winning new customers rather than cannibalizing existing bottle sales. “BAWLS Guarana is the best tasting product we carry and these unique cans offer the premium packaging that stores want,” said CEO Jim Folsom. “The entry of these cans is not inundating existing BAWLS retailers but instead is opening more shelf space for the BAWLS portfolio.”