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Crown Holdings bags industry’s top awards for beverage can innovations
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Wednesday, 28 November, 2018, 08 : 00 AM [IST]
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Yardley
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Crown Holdings, Inc has bagged several prestigious industry awards in the last few weeks for innovations that help advance the global beverage can industry. Crown Bevcan Europe and Middle-East, a business unit of Crown, has brought home two Cans of the Year Awards for the platform - silver in the beverage two-piece category and bronze in the ends, caps and closures category. CrownConnect also won the Metal Pack of the Year Award at the UK Packaging Awards 2018 ceremony and the Best in Metal Award from the Metal Packaging Manufacturers’ Association (MPMA).
The awards recognised Crown technologies that created new opportunities to interact with consumers at the point of consumption, strengthen brand loyalty, provide differentiation at point of sale and enhance sustainability.
CrownConnect, used in conjunction with Fact organic flavoured sparkling water and blockchain platform Almond, achieved unanimity among the jurors for three significant European packaging awards programmes, as it fostered high levels of connectivity between brands and consumers via packaging.
The enabling technology allows consumers to scan unique 2D codes hidden beneath the tab of the beverage can and unlock cash-based rewards.
Developed in partnership with Internet of Things (IoT) company Evrythng, a GS1 US solution partner, the technology facilitates the engagement between consumer (via a scanning application) and brand, intuitively generating offers, discounts and rewards based on the consumer’s habits and the products that they buy.
In addition to helping brands build loyalty through rewards and contests, the platform delivers critical purchasing data that can help shape future marketing and promotional campaigns.
“We are extremely proud to receive these awards. CrownConnect is our contribution to the evolution of interactive packaging,” stated Florian Combe, marketing manager, NPD, Crown Bevcan Europe and Middle-East.
“IoT, and specifically blockchain technologies, will continue to drive the way brands interact with consumers and we intend to be part of this exciting era for the beverage industry. CrownConnect provides the ultimate level of transparency and enables brands to forge deeper, trusting relationships with consumers and put them at the centre of the conversation,” he added.
Crown’s innovation efforts have also been recognised in Asia. Its Interchangeable SuperEnd beverage end claimed the Supreme Cup and Innovation awards at the recent Asia CanTech Awards.
This lightweight beverage end uses 10 per cent less metal compared to the conventional 202 diameter (52mm) can ends, decreasing the amount of energy required during manufacturing and distribution. The end is compatible with seamer tooling used with other lightweight ends on the market.
To date, Crown has produced over three billion Interchangeable SuperEnd ends in Asia, which helped reduce aluminium consumption by 850 metric tonne and greenhouse gas emissions by 11,800 metric tonne.
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