Success Story: Laser-engraved Tabs

Collect points with beverage cans.

Using laser technology from Ball Packaging Europe it is possible to apply numbers, drawings or symbols to the underside of the tear-off tabs. In the spring of 2003, Coca-Cola started a promotional campaign in France using, amongst other things, beverage cans whose tear-off tabs displayed a six-digit laser-printed code number.

Consumers are able to collect points with the code numbers. They each receive an individual "account number" and, after consuming a can of Coca-Cola, they can have the respective code number credited to their account via a special Internet web-site or per SMS. Once a certain number of points has been reached, the consumer can take part in a competition or "purchase" promotional articles. 

Judging by the interim results, the campaign is very successful.