This year at BrauBeviale, Ball Corporation, the world’s leading can manufacturer, will unveil a stunning redesign of its entire special effects range and new temperature-reactive technology.

Continuing the drive for sustainability, its award-winning special effects range aims to help brands capture the attention of consumers in a competitive market, without affecting the recyclable credentials of the can.

The collection of new designs highlights how cans are the perfect solution to amplify brand messaging. Unlike other beverage packaging, cans offer a 360-degree canvas to host iconic designs and visual appeal right from the shelf to the moment of consumption. From specific areas on the can to the overall finish, the refreshed designs showcase a wide variety of ways to attract visually sophisticated consumers.

Currently in pre-launch trials, the latest Thermochromic Reveal technology reacts to ambient temperature changes. An update on the existing simpler, one-stage Thermochromic effect, a new two-stage process enables customers to engage consumers at purchase, when the can is cooled and at the moment of consumption. With dynamic colours and designs, in Stage 1 the new cans are able to alert retailers or consumers when beverages are at optimum temperatures. In Stage 2, once the can is being consumed, the design will reveal hidden images and messaging as the temperature changes.

With the global market for smart packaging projected to grow to a value of $7.8 billion by 2021, new technology is enabling brand owners to grow awareness and market share using on-pack interactivity. Ball Corporation’s Interactive Can, previewed at last year’s Brau, uses Digimarc technology to apply a discrete code within artwork. Consumers can scan this watermark from their devices to activate online content, including marketing narratives, product information, special offers, recommendations and reviews.

Ana Neale, Director, Marketing & Strategic Planning, Ball Beverage Packaging Europe, says: “Our new special effects collection demonstrates how brands can connect powerfully with consumers without compromising the infinite recyclability of cans, currently at 74.5% in Europe and rising. Applying these stunning effects to the can’s 360-degree canvas is a win for the beverage business which will encourage more brands to choose aluminium as their sustainable packaging choice.”