In the last few weeks, Crown Holdings, Inc. (NYSE: CCK) (Crown) (www.crowncork.com), has received several prestigious industry awards for innovations that help advance the global beverage can industry. The awards recognize Crown technologies that create 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 flavored sparkling water and blockchain platform Almond, has achieved unanimity among the jurors for three significant European packaging awards programs as it fosters high levels of connectivity between brands and consumers via packaging. Crown Bevcan Europe & 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 & Closures category. CrownConnect™ also won the Metal Pack of the Year Award at the U.K. Packaging Awards 2018 ceremony and the Best in Metal Award from the Metal Packaging Manufacturers Association (MPMA).
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,” commented 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 center of the conversation.”
Crown’s innovation efforts have also been recognized 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% 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 more than 3 billion Interchangeable SuperEnd® ends in Asia, which helped reduce aluminum consumption by 850 metric tons and greenhouse gas emissions by 11,800 metric tons.