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Article | October 31, 2000
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.
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.Learn about packaging innovation at The Packaging Conference in Orlando, February 3-5, 2014
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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