This unique product gives customers the opportunity to use up to a seven colour registered print on can ends, providing a greater opportunity to display their brand and visual identity.

Once again, Rexam strengthens their commitment to innovation by offering printed ends on two piece beverage cans, as part of their product portfolio – a world first!

Visual elements play a major role in purchase decisions as the first encounter with the product is often visual says Rexam’s Marketing Manager Ann Bonner. “Today’s consumers are eager for innovations and our research shows that stimulating the visual senses is compelling enough to encourage consumers to, at the very least take a second look, which is obviously an important objective in any brand communication. Printed ends not only catch visual attention but create a buzz as people share their appreciation for the creativity. Rexam has enabled its customers the opportunity to have total visibility of their brand on sale, wherever the product is on the retailer’s shelf. By introducing this technically challenging, world first for our customers we continue to demonstrate our commitment to innovation and to adding value,” said Ann.

One customer who recognised the value that printed ends could add to their pack mix is Energizer Brands Ltd. The innovative, UK based company has become the first to use these new printed ends on their new 100% natural, antioxidant energy beverage Attitude which is aimed at busy, health conscious adults between 20-40 years old.

Alberto Ingber, Managing Director, Commercial and New Product Development at Energizer Brands Ltd, is extremely pleased with what Rexam has to offer: “I see Rexam as the leader of innovation in the beverage can market within Europe. As a customer, Energizer benefits from this leadership as well as their technology capabilities and worldwide manufacturing sites.”

Alberto went on to say, “When Attitude was launched on 10th October 2008 across the UK and Ireland the Rexam printed ends allowed our brand to be more visible to consumers, maximizing the impact of the product in store. In an increasingly competitive market we need to find ways to boost appeal and stand out. The working partnership that Energizer has with Rexam is a great asset to us.”

The printed ends, which are manufactured at Rexam’s plant in Recklinghausen, Germany, have been used on the Attitude energy drink since the beginning of October. For this product, the 202 diameter printed ends are used on the 33cl Sleek can but the technology is available for use on any size, two piece beverage can that Rexam offers.

This latest innovation from Rexam further reinforces the sustainability of beverage cans within the drinks industry. They offer customers a cost efficient and economical way to produce, fill and distribute their products whilst being 100%, infinitely recyclable with no loss of quality.