Crown Helps Brands Celebrate Singapore's 50th Birthday
As Singapore marks its 50th birthday (SG50) this year, Crown Holdings Inc. (Crown) has been actively supporting local and international brands to celebrate the milestone year with eye-catching beverage packaging designs that reflect the festivity of the national jubilee. Leveraging Crown’s leading technology and innovation, brands are establishing metal packaging as a platform to commemorate SG50 with consumers nation-wide in fun and creative ways.
Earlier this year, CROWN Asia Pacific partnered with Heineken Asia Pacific Pte. Ltd. to release a new, limited edition design that celebrates both SG50 and also Tiger Beer’s own 50th anniversary of packaging the popular beverage in metal cans. Inspired by the original Tiger beer can from 1965, the new cans replicate the vintage design, which is closely associated to Singapore’s national identity.
More recently — in April 2015 — Coca-Cola Singapore released a series of limited-edition bottles and cans featuring commonly-used local phrases and expressions, such as "Auntie," "Hubby," "Relak Lah" and "Gam Siah." Produced in collaboration with Crown, and leveraging the company’s variable printing technology, which allows up to twelve versions of a design to be printed in a single run, the highly-popular cans serve as a means for consumers to connect with one another during SG50 and celebrate the bonds that weave Singapore together as a nation.
“Specialty beverage cans are an effective tool for enhancing the interaction between brands and consumers by connecting them with a common factor — in this case the SG50 celebrations,” says Jozef Salaerts, president of CROWN Asia Pacific. “Crown is extremely pleased to leverage our ability to deliver special decoration techniques and innovations to help brands create a memorable connection with consumers on this special occasion.”
Beverage cans remain one of the most sustainable marketing tools for consumer packaged goods companies, effectively delivering consistent messaging while also raising brand awareness among consumers. Specialty cans enable consumers to celebrate the local anniversary while indulging in their favorite drinks during everyday activities such as playing sports, shopping or socializing with friends and family. The enhanced visual properties and decoration technologies available on cans are a powerful tool to attract consumers’ attention and interest, ultimately driving greater purchases. One hundred percent and infinitely recyclable, beverage cans also provide a sustainable way to celebrate the SG50 festivities.