Rexam develops 500-ml can for beverage company Efes Rus to celebrate 2014 partnership with Euroleague basketball; can available to consumers in Russian market until June, features design that uses eight-color HD printing to achieve photographic finish

Elyse Blye

LONDON , February 24, 2014 (press release) – Rexam, Europe’s leading can manufacturer, has partnered with Efes Rus to develop a limited edition can to celebrate its 2014 partnership with Euroleague basketball.

The eye-catching 500ml can design uses eight colour HD printing to achieve a high quality photographic finish. The dynamic and youthful design brings to life the sponsorship and reflects the brand truths energy, positivity and modernity.

Efes Rus Marketing Manager, Natalia Elokhina says, “Rexam provided us with support throughout the whole process and truly understood our objectives. The photographic quality of the cheerleaders featured is extremely realistic; the beverage can is also an increasingly popular format amongst our target demographic of young adult males. Working with Rexam therefore made complete sense.”

The Efes Rus cans are manufactured out of Rexam’s Naro-Fominsk plant and are available to consumers in the Russian market until to June 2014. The launch is supported by a marketing campaign in all sales channels.

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