QR Code on New 25cl Coca-Cola Sleek Cans
Two new design motifs on the new 25cl Coca-Cola sleek can promote Coke Sound Up, a campaign launched by Coca-Cola in spring 2011.
5/26/2011 --- Ball Packaging Europe and Coca-Cola are partnering to carve out a place for the beverage can as a versatile accessory for young lifestyles. The latest 25cl cans create a mobile link between music and refreshment: In the Coke Sound Up campaign, cans printed with a QR code take smart phones straight to the Coke Music Portal.
Can in one hand, smart phone in the other and music on the earphones summer time, and the living is fun. Two new design motifs on the new 25cl Coca-Cola sleek can promote Coke Sound Up, a campaign launched by Coca-Cola in spring 2011. In cooperation with participating bands like Mando Diao, Coca-Cola plans exclusive once-only music shows in German cities where the details stay secret till the last minute. Drum and earphone designs deliver an immediate visual link-up to the musical experience. The latest campaign news is online at all times. Consumers can use the QR code printed on the cans to link directly to the Coke Music Portal: Simply scanning the code with the mobile phone’s camera takes the phone browser straight there.
Sensory experience
“Following on from a print advertising campaign that Ball has just rolled out in Germany, where smart phones pointed at the ad play a video clip, this time the beverage can itself becomes a medium for connecting with young consumers through a new communication channel”, says Gerlof Toenhake, who is in charge of marketing at Ball Packaging. “The cans appeal to consumers through multiple senses at the same time taste, hearing and sight for an interactive multimedia fresh-up.”
Sizes that matter
The new 25cl sleek can adds to the sense of mobility with its handy format, answering a need for refreshment that is easy to carry. Coca-Cola successfully launched the new small beverage cans on the market last year, partly with sampling campaigns. Coca-Cola Zero, Mezzo Mix Orange and Fanta Orange also hit the shelves in 25cl cans at the start of 2011. Coca-Cola’s sales figures for the past year show how the sleek can fills a gap in the market. Instead of denting sales of 0.5 liter PET bottles and 33cl cans, they added to the total sales volume.
The small cans are a real eye catcher, with alternating motifs alongside the logo. Coca-Cola has started the campaign with four different cheeky slogans specially pitched at younger consumers.
Refreshingly clean
Unless they want to keep the cans as collectors’ items, consumers are able to return their empties for recycling at countless no-deposit take-back points all over the country. Using recycled metal saves up to 95 percent of the energy that would go into a can made from primary material. So by returning empty cans for recycling, consumers can actively help look after the environment.
