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Ball showcased 3 striking innovations at Braubeviale


Ball, the world’s largest can manufacturer, showcased its latest innovations at BrauBeviale in Nuremberg, Germany, this November. Responding to customer demand to continue developing eye-catching and exciting packaging, the innovations aim to capture the attention of consumers in an increasingly competitive market.

A recent report from The Market Creative found that packaging offers an effective medium to engage audiences by allowing them to interact with the product before purchase, with brands that find new and exciting ways to do so, often winning new business. Responding to market trends, Ball demonstrated the interactive possibilities provided by the can’s 360-degree canvas in the three innovations it will showcase - DayGlo, Spot Matte and Enhanced Can.

Ball showcased 3 striking innovations at Braubeviale

The luminous and striking DayGlo can presents customers with an exciting branding opportunity by using inks that are naturally bright and radiate an intense reflection of color, with or without UV light. This allows customers to infuse artwork and highlight certain areas of their design to draw consumers in and inspire them to react to the brand. Also on the stand were Spot Matte, a selective application of matte inks that create a sophisticated multidimensional design and enhance graphics. Using a dual effect that combines matte and standard inks onto the same can, Spot Matte technology can highlight specific elements to support brand identity and catch the consumer’s eye.

Finally, Ball demonstrated an advanced consumer interaction technique with its Enhanced Can, which uses Digimarc watermarking technology to integrate an imperceptible code within the artwork, allowing consumers to scan the can and link through to online content. While allowing brands to capitalize on interactive engagement, this technology simultaneously supports marketing opportunities by connecting shoppers to product information or special offers online. The technology also ensures minimal interference with the branding on the can, as the code can be subtly integrated into the design.

Ana Neale, Director, Marketing and Strategic Planning, sayd, “As a forward-thinking company, innovation is at the heart of what we do, enabling us to stay on top of market trends to satisfy our customers’ desires to stand out in today’s competitive market. What’s more, as cans are endlessly recyclable with no loss of quality, irrespective of colors or textures, we have unlimited opportunities for design and graphics innovation without impacting our, or our customers’, sustainability credentials.”

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