Burn Revolution - Active Packaging!

As I am a big fan of soft drinks, especially energy drinks, I have always had a question about cans: is it possible to keep it more than one hour without any bubbles left?!

After many years of development work, my dream came true! Ball Packaging Europe is launching an innovative product which has what it takes to become a classic: the "reclosable" beverage can.

Thanks to a new type of plastic or aluminium; it is now possible to close up steel and aluminium cans after the initial opening. A conclusive advantage for the container that already makes a run with excellent ability for the impression, quick refreshment, long life and recyclability.

The “Ball releasable end” is an aluminium can top end in which a flat mechanism of opening of plastic is inserted. A simple rotational movement exposes the opening. That way, the new beverage can, can either keep its traditional form and its aptitude for the piling up as well as the transport and retail distribution.

As the complete plastic material amount used for the top end is low, it doesn’t affect the recyclable properties of the can. The beverage cans are easily and entirely recyclable and that is one of their environmental attribute. The characteristic of the opening proof is kept as well; which means that the customer can easily check that the seal wasn’t broke before the initial opening.

The very first buyer for this new reclosable can is Coca-Cola. The aluminium can of 500ml contains the energy drink “Burn” from the Coca-Cola Company and is the first soft drink to experience this creative format. The innovation shouldn’t be generalised to the other drinks of the group, which 33cl cans don’t need to be closed up and PET bottles are fitted with caps.

In the world of packaging, it is a small revolution that will bring the advantage of a practical use as well as a better preservation. But of course, you can’t talk about innovation without saying that the price will increase; and it has to be certain that consumers will agree to pay more for a new packaging.

Targeting the world of the night with David Guetta as Ambassador, Burn nevertheless took benefit from an important communication campaign during several months. The launch of the innovative product on the French market was a successful test, as the product has been launched in Europe during last summer. The only question remaining to be answered is if the “Burn Releasable End” has what it takes to dethrone its main competitor: Redbull.

But no mathers the competition will be, we can already say that this mini-revolution could have a great environmental
impact; enabling the users to preserve their can longer will lead to less pollution. Consumers will  probably pay  a little bit more, but they will be conscious at the same time that this is a real gesture in favor of the environment. Less cans also mean fewer wastes.

Furthermore, for brands, this system could make it possible to insert adverts on the top end of the can. Thanks to the sliding clasp, the user could see the advert every time he opens its can.

So, are you ready for the Burn revolution?!