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Article | May 31, 2003
Bringing the big screen to aluminum cans
Dr Pepper and Rexam Beverage Can Americas are reproducing X-Men 2 movie action heroes on beverage cans to promote the upcoming movie release and boost brand awareness and sales of Dr Pepper, Diet Dr Pepper, and Red Fusion products.
Images of the characters Wolverine Rogue Jean Grey Storm Cyclops Pyro Iceman and Dr. X will be transferred to aluminum cans. This continues recent efforts by Dr Pepper in teaming with movies for youthful audiences still determining their brand loyalties. “We experienced a great deal of success with this type of promotion last year when we were a tie-in sponsor for the release of Spider-Man” says Kendall Yorn director of packaging at Dr Pepper. “We find that the right combination of package graphics and character tie-ins helps increase sales in multiple distribution channels ranging from convenience stores to mass merchandisers as well as in grocery stores. And as you can see from these new cans eye-catching is an understatement.” Rexam’s graphic art and printing plate operation includes a manufacturing pilot line to set graphic and color standards before mass production.
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