From a drinks can to a marketing tool

At first glance we see the drinks can for what it is best – a sustainable, durable and infinitely recyclable packaging source for beverages – but upon closer inspection it’s clear that the can is so much more than this.

Soft drinks producers and brewers recognise the many benefits of the can as a packaging option. Our recent figures show two billion extra cans were produced in Europe in 2012 for soft drinks and beer, and the current economic environment has seen a shift towards consumers opting for an evening in with a packaged beer from the supermarket over a night out in a bar.

Savvy firms are recognising the cans’ popularity and convenience so are using this to their advantage. With 59 billion cans produced for soft drinks and beer in Europe last year, brands are capitalising on this growth to use the beverage can as a simple and direct communications tool to get their message in front of their target audience.

To complement the familiar 360° can design and shape, brands are stepping up their use of campaign specific graphics and messaging. Diet Coke’s recent Marc Jacobs on-pack promotion successfully engaged its market with the chance to win a designer bag, whilst Carling tapped into the at-home drinking trend by offering purchasers of their four and eight can packs the chance to win one of two million ‘Brilliantly British’ prizes.

With competition high in the beverage can market, brands are fighting to stay ahead by offering consumers on-pack added extras like competitions and downloadable games, and new technology emerging from the beverage can manufacturers is helping this happen.

Whilst beverage cans are popular packaging choices for their resilience and ease of filling, it may be that as technology advances and brands become more adventurous consumers will find themselves recycling an all singing, all dancing but still infinitely recyclable beverage can.

MetalMatters marches on in 2012

Earlier in the year we looked at the arrival of the first MetalMatters campaign in South London. Here we review the impact of the campaigns that took place throughout the UK in 2012.

To sum it up, 2012 was quite simply a resounding success for MetalMatters. There were four campaigns rolled out across the UK tasked with boosting kerbside recycling of metal packaging, and another two programmes were developed that will report back in the coming months. Altogether they directly targeted 1.9 million households across 31 local authorities, and 13 of these expanded their recycling streams to include items such as foil trays, household foil and empty aerosols, providing a lasting boost for metal packaging recycling.

All of the completed 2012 campaigns recorded increased levels of metal packaging collected for recycling, and the campaign in Sefton, Merseyside saw recycling rates in the Borough rocket by 64%.

Cost effectiveness will always be a consideration for any local authority planning a new communications campaign, but MetalMatters’ 2012 results show it is an effective and affordable initiative that is now tried and tested. The Kent Waste Partnership campaign cost just 19p per household to run, and in Portsmouth the revenue generated by the additional metals captured will pay back the financial outlay within 12 months.

MetalMatters is cost-effective, simple to run and does what it says on the tin – gets people to recycle their metal packaging. The programme will be building on this success for 2013, with new campaigns that are ready to play their part in changing recycling behaviour across the UK.

European can production shows resilience in 2012

Figures compiled by Canadean for BCME have revealed the resilience of the can as production levels for beverage cans across Europe rise despite difficult marketing conditions.

The new figures show that there were more than 59 billion cans for soft drinks and beer produced in Europe during 2012, reflecting how soft drinks producers and brewers recognise the convenience and endless recyclability of the can.

A 3.7% increase on the previous years’ production rate equates to the manufacture of an impressive two billion extra cans, and comes despite the fact there has been an almost 1% drop in beer consumption across Europe.

The upward shift in can production was driven by strong performances in Eastern Europe, where can fillings grew 5.7%, and the Nordic region which grew by 4.6%. The 3.2% growth seen in Western Europe was well above GDP growth in the region, and this success was followed by 3.4% growth in the production of cans for soft drinks across Europe as a whole.

Overall fillings for cans for beer increased by 4% despite the fall in consumption, pointing to a noticeable long-term shift emerging in the beer market away from refillable glass bottles to cans. The economic challenges have resulted in people choosing to stay away from bars and instead purchase packaged beers from supermarkets to enjoy a night at home instead, and brewers are responding to this change.

The resilience of the beverage can, the ease of filling and its excellent recycling credentials all combine to ensure the can remains a popular choice of packaging for beer, soft drinks and energy cans.

Making metal matter

You may not realise it, but the average household gets through 600 food cans and 380 drinks cans each year, with nearly 16,000 tonnes of foil trays and 580 million aerosols consumed across the UK annually. This much waste can take up a lot of room at a landfill site, but it doesn’t need to be this way.

All of your metal packaging can be recycled and reused endlessly without losing its quality, and it can then be transformed into any type of metal product, from a paper clip to a washing machine, or an iron to a car engine component.

Many of us are eager to do our bit for the environment, and recycling our metal packaging is a simple way for us to play a role in getting a drinks can back on a supermarket shelf in just six weeks.

To encourage people to recycle more of their metal packaging, the MetalMatters campaign was established, and its first programme of 2013 has just kicked off in South London – its aim is to boost collection levels for metal packaging such as food and drink cans, aerosols and foil trays at kerbsides in the capital.

This is the first time that MetalMatters has arrived in London, and it will be interesting to see how attitudes towards recycling in the four Boroughs develop over the next six weeks of the campaign.

Q & A: The UK drinks market in the run up to Christmas 2012

The Nielsen Company monitors consumer purchase behaviour closely and has been since 1923. With much festivity over the Christmas period and a tough economic climate, we asked Kate Spencer-Ratcliffe, Client Leader at the Nielsen Company, what her observations were for beverage cans in the UK leading up to Christmas.

How did the overall UK beer and cider category perform in the summer months?

In the 16 weeks to end of Sept 2012, the total beer and cider market was slightly up in value terms (+0.1%),but declined in volume (-2.2%).

How are cans performing in the UK soft drinks category?

Soft Drink cans have grown by +2.5% from January to October this year.

Where did UK consumers make the most purchases and what percentage was this?

Over the summer months, the majority of beer and cider cans were sold in the Grocery Multiples.

Soft Drink cans are sold more within the Impulse sector of the market, which accounts for 75% of all Soft Drink sales.

Are UK shopping habits changing overall?

Shoppers are remaining cautious and looking for ways to manage their spending. Since 2007 there has been a big increase in the use of promotions to achieve this. Shoppers are also shopping around more. They will switch to cheaper brands in order to stay within budget.

What effect did the Olympics have on UK sales?

The week of the Olympics Opening Ceremony (week ending 28th July 2012) registered the third highest week of volume sales for both beer, cider and RTDs this year, the biggest being the two weeks leading up to the Diamond Jubilee.

What trends and factors should we look out for that will effect UK consumer decisions in the run up to Christmas?

Consumer confidence will likely remain weak, which is reflected in the unit growth trends which remain below 1%. Food inflation is expected to increase in the final quarter, which will benefit top line value growths but put another squeeze on the shopper and further pressure on unit trends.

Spend on offer is low for this time of year. Whilst price is expected to remain the key focus for the remainder of the year, spend on offer is also expected to increase in the lead up to Christmas trading.

Calling all Student Scorsese Wannabes

The Can Makers have launched a nationwide search for the best video dispelling the myths around recycling drinks cans.  “Myth Busting – what happens to your drinks can when it’s recycled”,  jointly sponsored by the British Film Institute asks students to enter short videos exploring the myths of drinks can recycling, particularly what happens to our recycling, which is often misunderstood.  Entrants will have a chance to win £1,500 and be recognised nationally as a leading student filmmaker.

The celebrated British actor Danny Dyer leads a host of celebrities and experts from the environment, sustainability and film making industries who will be judging the entries.  The full list includes Danny Dyer, Actor; Craig Stevens, Sky Movies Presenter; Geoffrey Macnab, The Independent Film Critic; Jamie Crawford, Presenter and Environmental Filmmaker; Jennifer Granville, Director of Northern Film School, Leeds Metropolitan University; Dr Colin Church, DEFRA; and Noel Goodwin, BFI Education Programmer for Young People.

Entrants will need to submit a video, no more than two minutes in length, which busts some of the popular drinks can recycling myths.  Whether it’s an animation, a funny stunt or a short documentary, the winning student will be rewarded the top prize of £1,500.  The winner of each of the five sub-categories will win £500.

The closing date for entries is Thursday 28^th February 2013.
Full terms and conditions and information on how to enter are available on Facebook: http://www.facebook.com/CanMakersVideo.

THE EVOLUTION OF THE DRINKS CAN: CHANGING THE CONSUMER’S CAN

In our last blog post, we explored the evolution of the drinks can since it originated in the 1930s.  We looked at how changes in society up to the 1980s, brought further innovations and consumer demands. This blog will explore the 1990s to present day.

By the 1990s demand for new products on-shelf was taking off.  Drinks cans had to stand out in what was now a very crowded market. Printing techniques improved and developed and, towards the end of the decade, coloured ends were introduced to coordinate with can decoration. Different shapes were also introduced, meaning that the drinks cans offered a wide range of sizes and variations. At the end of the 1990s, untertab printing of both text and symbols was introduced, creating a new way of running competitions and adding even more appeal and excitement to drinks cans.

By the “noughties” consumers were spending more time drinking at home. It was seen as more cost effective due to reduced prices in supermarkets. Late licensing laws introduced in 2005 saw many people drinking at home before going out – resulting in increased sales of multipacks. The smoking ban which came into effect in 2007 may also have played a part in keeping consumers at home. Manufacturing and technology innovated further, introducing still and sparkling wine and iced coffee in cans. Printing developments included thermochromic and ultraviolet inks which reacted to temperature and light; not only showing when drinks had reached optimum temperature, but also allowing cans to glow in the dark and stand out in nightclubs and bars. The resealable can and bottle can gave consumers a light, durable and convenient way to consume their favourite beverages. The bottle can, like the traditional drinks can, was light, durable and 100% recyclable.he end of the 1990s, untertab printing of both text and symbols was introduced, creating a new way of running competitions and adding even more appeal and excitement to drinks cans.

When recession hit in 2008, in-store promotions were at an all-time high as were price wars between supermarkets. Consumers needed cost-effective solutions more than ever when money was tight and drinks in cans were able to address these needs. Though times are still tough, the drinks can continues to perform well, and the industry will continue to innovate to keep up with consumer demand. It remains the most recyclable form of packaging that has not only continually lightweighted, but also stands out both on shelf and as a consumer preference.