This Beer Brand Designed a Different Can for Each Russian City
Katherine Pendrill — October 20, 2015 — Lifestyle
Russian beer brand 'Baltika #3' recently collaborated with 'Rexam' to design a limited-edition can for each Russian city. Although many beer brands have used their labels as a tool for inciting patriotism, none have ever attempted to appeal to nearly 1,000 different cities at once. This ambitious new project caters to Russia's many different communities with its new city-specific beer cans.
In just three days, Baltika #3 and Rexam designed 990 different beer cans. The limited-edition cans display the name of each Russian city, as well as an urban skyline graphic. The massive collection was made possible through the use Rexam’s Editions technology. This particular software allowed the company to print 24 different city names at once.
The idea behind the campaign is to promote Russian patriotism and attract new customers from some of Russia's more remote cities. Baltika #3's Brand Manager Malkiel Natalia explains, "We wanted to encourage national pride and unify our loyal Russian consumers across the country through the product itself."
In just three days, Baltika #3 and Rexam designed 990 different beer cans. The limited-edition cans display the name of each Russian city, as well as an urban skyline graphic. The massive collection was made possible through the use Rexam’s Editions technology. This particular software allowed the company to print 24 different city names at once.
The idea behind the campaign is to promote Russian patriotism and attract new customers from some of Russia's more remote cities. Baltika #3's Brand Manager Malkiel Natalia explains, "We wanted to encourage national pride and unify our loyal Russian consumers across the country through the product itself."
Trend Themes
1. City-specific Design - Brands can appeal to different communities through city-specific designs on their products.
2. Localized Marketing - Localized marketing can create a sense of community and cultural relevance, increasing customer loyalty.
3. Mass Personalization - Mass personalization through the use of technology can create unique products for each customer in a cost-effective manner.
Industry Implications
1. Beverage Industry - Beverage companies can increase customer engagement and promote local culture through limited-edition city-specific packaging designs.
2. Technology Industry - Technology companies can develop software solutions that allow for efficient mass personalization of products, creating new opportunities for brands.
3. Tourism Industry - Tourism companies can use city-specific designs on their products to promote local tourism and create a sense of community among travelers.
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