Ciclon recently charged Rexam with developing an innovative new packaging format for use as part of a competition running in key markets in Southern America. The campaign’s success has now led to a 25% uplift in sales in the Puerto Rican and Panamanian markets.

Ciclon, an energy drink targeted at young, sporty consumers, is packaged in slimline 25cl cans at Rexam Beverage Can’s Enzesfeld, Austria plant.

Rexam worked with Ciclon to develop an ‘on can’ competition to further drive sales and enhance awareness of Ciclon as an Austrian brand, with a European heritage.

Rexam developed a unique competition mechanism by using their in-can printing technique; printing the Ciclon ‘C’ icon at random inside cans of the beverage. Consumers therefore had to purchase and consume the beverage before finding out whether the inside of their can bore a printed ‘C’ – which could win them a holiday in Austria.

Ciclon is now using Rexam’s in-can printing technique as a regular competition mechanism, with further promotions planned in 2005 and beyond.

Commenting on the success of the campaign, Ciclon marketing director, Elmar Scheiber, said; “We worked with Rexam to develop this campaign because we can rely on them to always find us an innovative solution to our marketing needs. Being able to print the competition inside the can ensures that we can increase consumption as well as driving brand awareness and sales. Rexam’s innovative approach has been key to the success of this campaign – consumers all over Southern America are now out spotting the Ciclon ‘C’!”