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Cash pops out of Aussie cans

The expression “show me the money” has taken a beverage twist Down Under. That’s where United Distillers & Vintners, part of London, England-based Diageo, has stashed real cash inside select cans of Bundaberg’s Rum & Cola.
FILED IN:  Package design  > Structural

Using technology from The PopStraw Co. (Roseville MI) UDV inserted $20 $50 and $100 bills in Australian currency inside winning 375-mL cans. The promotion run in March and April represented the first commercial application of Pop ’N Win™ capsules.

Made of polypropylene and measuring 3’’x¼’’ dia Pop ’N Win tubes are capped and rely on their own buoyancy to pop them out of the can opening.

Cans with the cash capsules were filled with carbonated water and seamed off-line Bundaberg brand manager Kylie Hudson informs Packaging World. She reports that the eight-week promotion generated a 22% increase in sales. “We will definitely use it again we just have to be creative so it doesn’t look like an exact repeat.” Printed can copy is playful including such bits as “Take the Money & Rum.”

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