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.
