Russia may have missed out on the World Cup finals,but one thing most Russian football fans didn’t miss during the tournament was a Rexam-funded TV ad.  Highlighting the modernity of beverage cans, theadvert was part of an ongoing campaign by Rexam,aimed at increasing awareness of cans as the bestform of beverage packaging.

Devised by Moscow-based AC Production, the tensecondcommercial was targeted at men aged 18-35,the majority of whom are beer drinkers.

The simple message: ‘Aluminium cans: the mostcivilized packaging’ has been used since 2006 topromote the beverage can as the modern, stylishand preferred packaging for drinking beer. Beforebeing allowed to air the commercial, Rexam had tosubstantiate this claim with independent research.Results showed 56% of people thought aluminiumcans were indeed considered the most ‘civilized’ formof packaging.

“We looked at alternatives such as targetedsponsorship and outdoor billboards,” said GennadyZakharov, Marketing Manager, Rexam, Moscow.“But given the target audience and the timing of theWorld Cup, we decided that TV coverage of world’smost important sporting event was the most costeffectiveway of raising awareness.”

The commercial was shown twice in each matchduring June and July – including the semi finals andfinal – on the two major TV channels covering 99 percent of the population. It is expected at least 55 percent of the target audience saw the advert once, 41per cent twice, and 30 per cent at least three timesduring the campaign.

“Initial research shows there is already much betterconsumer awareness of – and loyalty towards –cans. We are also considering other creative ways ofpromoting cans – including possible joint campaignswith our customers.”