Rexam, a leading global can maker, has partnered with Coca-Cola HBC Italia to create a range of limited edition cans for the Coca-Cola Italia ‘Share a Kiss’ summer campaign. The standard 330ml cans, created specifically for distribution in vending channels, use Rexam’s innovative first-to-market, patent pending Editions™ technology, which allows for up to 24 designs to be printed simultaneously on a single pallet.
The personalised cans display 12 different Italian terms of endearment, including ‘Bella’, ‘Stella’ and ‘Numero 1’, designed to encourage the target audience of teenage girls and boys to ‘Share a Kiss’ this summer.
Agnese Filippi, Brand Activation Manager Coca-Cola HBC Italia says, “We have a great relationship with Rexam having worked with them on several projects in the past. Rexam’s Editions™ technology is perfect for bringing to life the ‘Share a Kiss’ campaign, giving consumers a reason to engage with our brand over beverage competitors.”
Monica Mantovani, Rexam’s Sales Manager for Italy says, “As with all Rexam and Coca-Cola projects, the process was a collaborative one. Our solid understanding of the brand and the campaign enabled us to produce stand-out cans that appeal to Coca-Cola Italia’s target market.”
The cans, produced out of Rexam’s largest Italian plant, Nogara, are available until September in vending channels across Italy (excluding Sicily). The Coca-Cola Italia ‘Share a Kiss’ campaign will be supported with media advertising and in-store activations.