Capturing the British Christmas Season
Carling, Britain’s No 1 beer, releases limited-edition cans featuring Ball Packaging Europe’s Dynamark Effect 2.0 solution
The authentic British Christmas season is a time for festive parties, the hanging of many an ornament on the fir tree, indulgence in a large turkey dinner, and the pulling of the annual Christmas crackers. Carling has taken a witty turn on those seasonal traditions and launched a series of holiday cans dubbed the ‘Carling Christmas Snappers,’ featuring 24 quirky Christmas characters. The “Smug Shopper” and “Pudding Conqueror” are just two of the personalities Carling fans will ‘meet,’ thanks to the use of Ball’s customizable Dynamark® Effect 2.0 technology in bringing these collectable cans to life. The cans of Carling boast a black finish and feature the 24 different designs - each one consisting of a character illustration with a short description. To further consumer engagement, Carling is encouraging brand loyalists to post online photos of these character cans under the hashtag #CarlingChristmasSnaps for an opportunity to win a range of prizes throughout the month of December.
Jim Shearer, Carling Brand Director at Molson Coors, says: “To support the Carling Christmas promotion and drive social engagement, Carling has created a series of 24 individual can designs using Dynamark technology. The cans bring a range of stereotypical Christmas characters to life with bespoke illustrations created for each character, in line with the humor and festive cheer that Carling aims to spread this Christmas. Carling Christmas single cans, mid and large packs of Carling, Carling British Cider and Carling Zest also feature festive reindeer, replacing the trademark Carling lions. These bring the Carling portfolio together for the season, whilst harnessing the wit and personality the brand is renowned for. We’ve already received a great response on social media from Carling drinkers and we’ll be giving prizes away for the best snaps throughout December.”
Dynamark Effect® for stunning contrasts
Targeting 18- to 34-year-old UK lager drinkers, Carling teamed up with Ball to realize these cans based on a successful history of past collaborations. “With our expertise in can design and sound knowledge of current consumer trends, we were able to respond quickly to Carling’s vision and find the right solution. We opted for Dynamark® 2.0 Effect, as it expertly renders the sharp black and white contrasts that are characteristic of Carling’s special edition design,” Nikola Kerkhoff product manager at Ball points out.
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