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Article | July 3, 2009
Brewer toasts high-quality images on cans
Images that seem to jump off of packages are a strong ally for marketers who want to show the quality of their product. When marketers understand the nuances of printing, they can achieve stunning visuals that make a package irresistible for consumers. One new printing technique that generates these high-definition images on beverage cans is high-quality printing, and redesigned cans for Brasseries Kronenbourg French brewery’s Kronenbourg beer demonstrate how the technology works. The brand’s 11-oz and 16.9-oz cans feature a high-definition golden Kronenbourg logo with vivid images and defined shapes set against a red or purple background. The printing seemingly brings images of water droplets to life around the logo. “Our strategy is focused on putting quality and know-how back in the heart of our brand proposition,” explains Raphaël Prévot, Kronenbourg brand group manager. “Therefore, it was mandatory for us to use our primary packs to communicate this at the retail shelf.” Kronenbourg’s stunning images are achieved using high-quality printing technology from Crown Bevcan Europe and Middle East, a unit of Crown Holdings (www.crowncork.com). The company’s printing technology uses proprietary separation techniques and special, high-resolution printing plates to improve dot spacing. This capability significantly improves the printing sharpness on fine-detail images. “Beverage cans are a well-liked packaging format among the French people. Therefore, we used the can to emphasize the improved design,” Prévot says.
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