Success Story: Laser technology transforms beverage cans into pieces of art

In autumn 2006, the Metal Packaging Manufacturers' Association (MPMA) presented Ball Packaging Europe with a "Best in Metal Award" in Gold for its beverage can with a laser design.  The artistic design, the excellent optical effects, the new brand differentiation and image-creating options offered by laser technology were the crucial criteria in the assessment.

Beverage cans as pieces of art - a new laser technology makes it possible. Decorated with superior-looking black and white photos, the beverage can becomes an eye-catcher on the supermarket shelf and at the same time a coveted collector's item. This unusual type of can design is made possible by a new laser technology developed by Ball Packaging Europe which enables images to be applied directly to printing plates. Laser technology can bring out even the finest details of the images pin sharp. With this new technology, Ball Packaging Europe can offer its customers an even wider range of innovative design options for beverage cans. 

As part of a promotional campaign in Ireland, Coca-Cola launched the first cans to be produced using this laser technology in August 2006. The brewery InBev introduced a beer can for the brand Beck’s with a black and white laser design on the Romanian market in October 2006.