Rexam's sleek 250ml slim can selected for CAAC's new calorie-burning drink, Aspire; cans produced at Rexam's Enzesfeld Plant, selected for appeal to women, differentiation
July 14, 2011
– Rexam Beverage Can Europe has worked with CAAC GmbH, Vienna to create an eye catching can for new calorie burning drink ASPIRE, on behalf of Fahrenheit60 Ltd.
ASPIRE is the first calorie burning soft drink in Europe and has been proven to burn, on average, 209 calories per can. Aimed at women of all ages, the premium drink was first launched at a night club party and is soon to be seen at the Britain’s Next Top Model catwalk show.
CAAC chose the sleek look of Rexam’s 250ml slim can produced at Rexam’s Enzesfeld Plant to reflect the health benefits of the product inside. Darren Linnell, Director of Fahrenheit60 Ltd explained: “ASPIRE is a drink for a modern woman; it’s clean, fresh and above all healthy. We have had really positive feedback on the design of the can from consumers in the UK, and we really feel that Rexam’s slim can compliments the image of the product. The cans give the drink a premium feel and really appeals to our female consumers, as well as helping to make our product stand out.”
Harald Moser, Sales Director Austria at Rexam commented on the relationship with CAAC: “We have worked with CAAC for nearly 5 years and it was great to be able to help them develop a new product. It’s brilliant to see our cans project the image of a product so well and get good consumer feedback. We look forward to working with CAAC again when Fahrenheit60 develop new flavours of ASPIRE in the future.”
ASPIRE in the slim cans went on sale in May 2010 in the UK, Europe and across the world.
Rexam is a leading global consumer packaging company. We are one of the leading global beverage can makers and a major global player in rigid plastic packaging. We are business partners to some of the world’s most famous and successful consumer brands. Our vision is to be the best global consumer packaging company. Rexam's sales from ongoing operations are in the region of £4.8 billion. We have 105 plants in more than 20 countries and employ around 23,000 people. Rexam is a member of the FTSE 100 and its ordinary shares are listed with the UK Listing Authority and trade on the London Stock Exchange under the symbol REX. For further information, visit www.rexam.com.