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Contoured can plays in Australia

In mid-December, Melbourne, Australia-based Carlton & United Breweries (CUB) launched a limited-edition Australian cricket shirt shape embossed on the back of a contoured can for its Victoria Bitter (VB) beer.

Pw 13371 Matthew Hayden

Produced by Amcor Australasia, the 375-mL aluminum cans were marketed through most of January to coincide with the 2003-04 VB Series One-Day Cricket International contests between Australia, India, and Zimbabwe.

CUB, Amcor, and brand/design specialists Igloo Marketing developed the can design. Jacqui Moore, CUB’s manager of brands/public relations, says “the can commemorates the international one-day series. It’s one can with 12 different graphic designs that show the popular VB brand name on the front and a 3-D-like image of a cricket jumper on the back with a number on it that correlates to one of the 12 Australian Cricket superstars, such as Matthew Hayden [pictured].”

A CUB press release says, “the custom-made cans demand a high degree of complexity, due to the cricket jumper arms forming an asymmetrical shape around the can and merging into the VB logo,” which is embossed on the front of the can.

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