Leading can manufacturer Ball Corporation has partnered with global beer brand Miller Genuine Draft (MGD) to create a limited edition promotional pack for the Russian market.

The new can has been designed exclusively for the brand’s partnership with Russian music festival, Alfa Future People (AFP), to create stand-out packaging.

The limited edition cans, which are produced in the Argayash facility in Russia, utilize Ball’s innovative printing techniques including the use of neon ink combined with matte overvarnish to create a dynamic design which creates maximum brand impact in the hands of festival goers. Ball’s neon ink solution allows cans to light up under UV light, and emphasizes certain parts of the can design to create a differentiated drinking experience for occasions such as festivals, concerts and evening events.

Used to target MGD’s key demographic, which is predominantly affluent young males between 18 and 24 years old, the limited edition 50cl can uses the neon ink to highlight the Miller and AFP logos in order to raise awareness at this key music event, providing visual interest and stand-out packaging.

Ekaterina Shkunkova from Efes Rus comments: “We partnered with Ball in order to get their expertise with creating the stand out pack that would attract consumer attention whilst also promoting our partnership with Alfa Future People. We are very happy with the partnership and the design alterations which helped us to develop a really unique pack”.

Marianne Freund, Marketing Manager at Ball comments: “This is just one example of Ball’s extensive design capabilities and creative solutions which ensure our customers stand-out amongst their target audience, whether on shelf or at a specific event such as a music festival. Dynamic limited edition packaging is a great opportunity for our clients to push their own creativity and we pride ourselves on working very closely with them to create dynamic and impactful options.”

The MGD limited edition is packaged in Ball’s 50-centiliter can.

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