Steel Packaging Gallery

news 26 EUROPEAN PACKAGING STEEL NEWSLETTER

Technology & Developments

COSMOCAN®, A NEW GENERATION NICOLAS FEUILLATTE GERMANY OF CANS ...... page 2 Innovation GOES FOR EYE-CATCHING A NEW SILHOUETTE FOR MOÇA ...... page 4 BRAZIL HOLOGRAPHIC STEELBOOK, A VERY CLEVER MARKETING DENMARK IDEA ...... page 6 STEEL PACK

Technology & Developments

AN AROMA OF SPAIN OLIVE OIL IN A STEEL AEROSOL CAN . . . .page 8 NICOLAS FEUILLATTE FRANCE GOES FOR EYE-CATCHING HOLOGRAPHIC STEEL PACK ...... page 10

Steel Packaging Gallery

INSPIRING STEEL PACKAGING SOLUTIONS .p 12 EUROPE

Interview with an expert

THEO DOPHEIDE’S VIEWS ABOUT EUROPE STEEL PACKAGING . . . . .page 14

Technology & Developments

DS CONTAINERS UNVEILS USA 2-PIECE PROTACT AEROSOL CAN ...... page 17

Legal & Environment issues

STEEL PACKAGING ESSENTIAL FOR ACHIEVEMENT OF EU EUROPE METAL PACKAGING RECYCLING TARGETS ...... page 18 DEPOSIT SYSTEMS FOR ONE-WAY DRINKS GERMANY PACKAGING INCREASE GREENHOUSE GAS EMISSIONS ...... page 20 Award

CORUS STEEL PACKAGING UNITED KINGDOM DESIGN AWARDS 2005 . .p.22

Internet

NEW “STEEL FOR EUROPE PACKAGING” WEBSITE ...... p.24 www.apeal.org 1 news 26

Technology & Developments

GERMANY COSMOCAN®, A NEW GENERATION OF CANS he CosmoCan®, a revolutionary can concept consisting of a new foil-laminated body and laser-welded can, was introduced to the market recently by Rasselstein GmbH, T the major German steel producer, during the ‘Interpack’ Packaging Trade Fair. APEAL spoke to Dr. Bernd Baumann, project manager at the Innovation Centre in the Rasselstein, Andernach complex near Koblenz to better understand the development status and potential of this original packaging concept.

A Laser Premiere for A Premium for the CosmoCan® Economy, Security and Swiss can developer Crebocan AG, are Eye Appeal working with the German Lindal Group, Bernd Baumann stressed that leading manufacturers of actuators and “the fact that laser-welding spray caps for aerosol cans and in part- fuses the two sides of a nership with Rasselstein in this major rolled tube together so that development programme. ”I have there is no material over- been working with Crebocan on this lap, provides a very project for Rasselstein for a number smooth transition at the of years”, Bernd Baumann said, “and seams and bottom dou- we have made excellent progress. As ble seams compared far as we know it will be the first time to current cans, giv- that laser-welding will be used in the ing the ‘Cosmocan’ a mass-production of cans. In this real premium unique process, tinplate strips are appearance. laser-welded to form a cylindrical can Because of a bet- body to which the can bottom is also ter distribution of laser-welded. We use a specific steel forces the butt joints quality, laminated on both sides with are stronger than over- a PET film”. lap seams independent from Until now, welding technology has welding procedure. An important intention of been unsuccessful for use in the the welding process should be the reduction can making industry, reasons being of the energy input per cm2 to reduce the a lower welding velocity as com- heat affected zone. These two materials con- pared to wire-mesh technology vey strength of the joint and improve resis- and a very high complexity of tance to damage during handling. Substantial the seam preparation. The evo- downgauging can be obtained, which con- lution of high-power laser sys- tributes to increase cost effectiveness and tems and the development of offers more potential for individually shaped precise working welding designs appreciated as trendy by brand own- machineries made it possible to ers today. In short, laser-welding gives more use laser welding as the most eco- freedom of design, particularly when produc- nomical joining method. ing slim cans with very tight diameters”.

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Taking Full Advantage of the Quality of “ We see the CosmoCan® Laminated Steel development as a wonderful opportunity to fully exploit the Rasselstein’s in depth knowledge of their advantages of laminated steel. ‘Andrafol’ laminated steel Technology made it Plastic films can be exquisitely possible for the other project partners to printed to improve consumer adopt this technology for the CosmoCan® appeal, with up to 10 colours ® concept directly. and the print image is optimally CosmoCan Captivates protected and resistant... “We see the CosmoCan® development as a the Canmakers wonderful opportunity to fully exploit the Dr. Bernd Baumann, ” Bernd Baumann sees a bright future for advantages of laminated Innovation Centre, Rasselstein GmbH ‘Cosmocan.’ “The critical issue is to show that steel”, says Bernd we can achieve production rates in excess of Baumann. “Plastic films 500 cans per minute to be economically can be exquisitely print- viable and offer a reasonable return on invest- ed with up to 10 colours ment to the canmakers. The construction of a to improve consumer pilot line is underway, with the cooperation appeal and in the case of the realisation of higher expansion rates of major canmaking machine manufacturers, the CosmoCan® the print thanks to the friction between the steel body capable of producing laser-welded cans at a image is optimally protect- and the rubber tool. By using a highly speed of 200 cans per minute. ed and resistant to scuffing formable steel and a plate thickness of “It is our opinion”, Bernd Baumann says in using the reverse printing 0.18mm, it is possible today to expand laser- conclusion, “that this technology is a signifi- technique. The use of film welded cans by up to 20% in virtually all hori- cant breakthrough in our industry to better lamination has the added zontal plains. In terms of styling, one can exploit the potential of tinplate packaging. We value of remarkable product imagine the potential for the personalisation are extremely optimistic about the future of resistance and is suitable for of metal packaging and consequent brand the CosmoCan technology, which will water-based paints and lac- image identification. There is maximum scope enhance the image and improve the market quers. This is of capital importance if we are for embossed designs and to create consumer share of steel packaging. Certain brand own- considering the CosmoCan® concept for the friendly ergonomic contours”. production of aerosol cans”. ers have already expressed their interest in its Small is Beautiful capacity to stimulate and captivate the con- Shaping Up the Brand sumer.” “Traditional wire-mesh welding has its limits Image with the with regard to the minimal diameters attain- CosmoCan® able for can bodies. This, in point of fact, implies that currently aerosol cans with small Dr.Bernd Baumann emphasises the shaping diameters can only be produced in alumini- potential of the CosmoCan® as an important um. With CosmoCan® these limitations are, in feature of the concept. In the Rasselstein contrast, a thing of the past. A major break- Innovation Centre Bernd showed APEAL sev- through with this laser-welding technology, is eral samples of shaping tests they had carried that we are able to produce steel cans with a out. diameter inferior to 10 mm, one of the capital “Our tests with laser-welded can bodies”, he advantages of the CosmoCan® technology”. continued, “showed remarkable results with For more information regards to the shaping potential of these cans. please contact: We employ a hydro-forming technology, which we call ‘Inline Moulding’. This Dr Bernd Baumann hydraulic process shapes the can with the use Innovation Centre, of a high formable hollow rubber cylinder Rasselstein GmbH and a high pressure water jet. This technology Tel: +49/2631 812 394 provides several advantages, such as the fact Email: [email protected] that no water is lost, the cans remain dry, the http://www.rasselstein.com prevention of local material contractions with the pressure being built up very quickly and

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Innovation

BRAZIL A NEW SILHOUETTE FOR MOÇA

s part of their strategy to Nestlé patented the proprietary can after six reposition their condensed months of cooperation and development A milk brand Moça, Nestlé work, together with Packing Design, a recently launched an original Brazilian design agency using the technology marketing campaign in Brazil and packaging steel from CSN (Companhia using a shaped steel can. Siderúrgica Nacional).

"The new curvy shaped steel can has a modern and innovative design which allows this brand to stand out from competitors in a market where there is very little product differentiation. It was introduced together with an original marketing approach based on the theme of 'The Love of Milk'", says Juerg Luck, Assistant Vice President Packaging Technology at Nestlé. One of the highest consumptions of condensed milk worldwide Brazil has one of the highest consumptions of condensed milk worldwide due to the fact that almost all of their traditional desserts are based on condensed milk. The Nestlé brand is by far the most popular and their logo of a young milk maid carrying two buckets of milk is symbolic of their tradition of unspoiled quality.

The Moça shaped can has once more proved the importance of combining product quality with innovative package design to send a clear message to the consumer.

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“The new curvy shaped steel can has a modern and innovative The new curvy packaging was design which allows this brand introduced in Brazil with an to stand out from competitors original campaign based on ‘Love of in a market where there is very Milk’. little product differentiation

Juerg Luck, ” Assistant Vice President Packaging Technologies, Nestlé

Commenting on the launch of the new Moça can, Lars Wallentin, former Assistant Vice A market profile President Marketing Communications at Nestlé based on a tradition said recently: “To achieve maximum con- of quality, creativity sumer awareness and brand equity today, it is The choice of steel packaging for the distribu- essential to capitalize on the synergy of both and innovation tion of the majority of condensed milk sold a unique pack design and a well targeted represents 89% of the total market. This is communications programme with a clear mes- Nestlé introduced condensed milk to Europe with their “Nestlé & Anglo-Swiss Condensed due primarily to its exceptional physical resis- sage as to the products advantages. The Moça tance to rough treatment during transporta- shaped can has once more proved the impor- Milk Company” founded in 1905 with the development of a long-life product from fresh tion, particularly in the developing countries tance of combining product quality with inno- where road conditions are often hazardous. In vative package design to send a message to milk. Today Nestlé is the world’s leading Food Company with 500 factories in 83 coun- addition the steel can’s advantages over alter- the consumer that Nestlé offers something native packaging in terms of its remarkable more than what retailer brands do with a sim- tries with an international network of food research and development facilities. barrier properties against humidity, light and ilar product.” oxygen, is a critical issue for milk-based prod- “We currently have a considerable share in ucts. the condensed milk market which has existed now for more than 140 years. Our market profile, based on a tradition of quality, creativity and innovation is the main reason for A billboard campaign as original as the continued fidelity and confidence cus- the new Moça shaped steel can. tomers have in our brand which is reflected in this new design for Moça”, says Luck.

For more information please contact:

Juerg Luck Nestlé S.A. - NESTEC Avenue Nestlé 55 CH-1800 Vevey - SWITZERLAND Tel: +41/21 924 2253 Fax: +41/21 924 2890 Email: [email protected]

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Innovation

DENMARK THE POWER OF METAL PACKAGING, DEMONSTRATED BY GLUD & MARSTRAND THE STEELBOOK, A VERY CLEVER MARKETING IDEA

t the end of 2004, the company Sony Computer Entertainment (affiliate of Sony) put a Collector’s Edition of its high-profile com- A puter game ‘Killzone’ on the market. Only 30.000 copies of this Collector’s Edition were released and they sold out within an hour. As the first user of this packaging, Sony packed the DVD’s in the new SteelBook packaging, designed and produced by Glud & Marstrand.

Sony chose the SteelBook in the first place as successful as they did not fit into the produc- it offers a unique opportunity to clearly differ- ers’ industrial packaging system. We decided entiate its media products from others in a to start from scratch, hired some very good complex market, stating on its website, industrial designers, put together a strong ‘This is the coolest packaging team in our own R&D department and started ever for the coolest development.’ game ever’. Mr.Torsten Brix, director of the Development work Glud & Marstrand within narrow R&D group explains: ‘In 2002 constraints we started thinking Thorough market investigation quickly about improved showed that any new package would have to packaging for media fit into the media industry’s whole supply products like CD’s, chain. DVD’s etc. We quickly found there was a com- Torsten Brix: ‘Of course all links in the supply plete mismatch between chain are strictly standardised. From day 1 we the relatively high value had to work with the fact that the current of the contents and the inner injection-moulded plastic package in cheap plastic or card- which the CD or DVD disc is packed had to board packaging. Some remain unchanged. We knew that failure to other can makers had pre- use metal packages for CDs or DVDs was due viously developed packages to the fact that the new metal package did for CDs but these were not not fit into the packaging machinery’s whole existing infrastructure. The CDs or DVDs had to be packed by hand, which had to be done in low-salary countries to remain affordable. A complete logistic nightmare! To understand the exact demands linked to the new package SteelBook really uses we dialogued intensively with a leading the Power of Metal in an intelligent way to make German producer of packaging machinery for a unique metal the media industry. packaging.

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ABOUT GLUD & MARSTRAND Glud & Marstrand have a long tradition and are currently the largest can maker in Scandinavia and amongst the largest in Europe. The company has a longstanding reputation for quality and innovation. Glud & Marstrand owns factories in Denmark and Sweden exporting to over 30 countries. The company is the main supplier of metal packaging to the Danish food industry. Glud & Marstrand’s turnover in 2004 was approximately 220 million euro. http://www.glud-marstrand.com

It quickly became clear to us how little manoeuvring space there was, as space in the existing packs is very limited, which was restrictive. At the end of 2004, Sony chose SteelBook for a Collector’s edition of But at the same time we realised, and this the popular and high-profile game was confirmed in the market, that the benefits ‘Killzone’. The launch was a big suc- of a new metal package for this industry cess. could be manifold. Metal packaging is so versatile and it is, most importantly, by its Torsten Brix: ‘The feedback we get We appearance and its highly developed decora- from the market is positive. We get a lot play tion techniques able to give CDs and DVDs of repeat orders even though customers around that high-value added presentation. are aware that the price for the SteelBook with all of Furthermore in this multi-billion dollar indus- package has to be higher. tinplate’s fin- try, metal packaging can considerably help ishing possibilities such SteelBook closes the gap in the media market against avoiding counterfeiting’. as stone-finish, bright finish and the latest where packaging did not match the sophisti- SteelBook, a coating and printing techniques. We can add cated contents. It really uses the Power of special accents to a decoration, as we did in Metal in an intelligent way to make a unique combination of the Killzone design for Sony, in which the metal packaging. As such it makes clever use Scandinavian design eyes of a warrior glow intensely. And other of the possibilities the combination of various embellishments such as embossing and even packaging materials offers and it could lead creativity and hard holographic decorations are also attractive the way for further developments’. work design options. It took us a lot of effort to develop a high-speed automatic assembly The Glud & Marstrand team was at an advan- line for the metal and plastic parts of the tage in that it knew a great deal about injec- SteelBook package but we successfully com- tion-moulding technology. No wonder if its pleted that development. parent company used to be LEGO, located nearby. Also, three plastics engineers work in A successful launch the R&D department! With clever design with the high-profile work and state-of-art tooling construction, the team managed to develop a perfectly work- Sony ‘Killzone’ game able SteelBook package. After finishing the SteelBook development Torsten Brix: ‘It looks simple but it certainly Glud & Marstrand teamed up with the com- is not. The tinplate parts make up the front pany Scanavo in Copenhagen, a well-known and back and encapsulate the inner plastic Danish media packaging manufacturer. They For more information core. This plastic inner core has hinges that had long felt a demand for such exclusive please contact: make the pack easy to open and close. As for media packaging and they got the exclusive Torsten Brix presentation, crucial in this business, no other rights for trading the SteelBook globally. Glud Glud & Marstrand A/S material can compete with the superb print- & Marstrand protects its intellectual property Hedenstedvej, 14 ing possible on metal packaging. rights by applying for patents and they have DK-8723 Løsning already been awarded priority rights. DENMARK Tel: +45 767 575 15 Fax: +45 767 57 549 Email: [email protected]

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Technology & Developments

SPAIN AN AROMA OF OLIVE OIL IN A STEEL AEROSOL CAN hat could be more original than an olive oil spray in the A winning recipe kitchen? Francisco Falo Gacia while transiting though the USA W was surprised to find Olive Oil packed in steel aerosol cans. After much research, he managed to formu- Ideal for cooking on a grill ‘a la plancha’ a favourite of Francisco and late a virgin olive oil resisting oxidation by very popular in Spain. Unfortunately the product did not live up to his the addition of vitamin E, a natural antioxi- expectations. The spray was not uniform and contained a high degree dant which would preserve the oil from oxi- of alcohol used to facilitate the expulsion/spray of the oil. Thinking dation after the first opening/use, and of Soya that there was, however, a great potential for the product, Francisco Lecithin. The quantity used was critical so as set to work to launch a product which would meet his expectations not to degrade the quality of the virgin olive and consequently the requirements of the Spanish consumer. oil and to conserve its natural properties of aroma and taste, while no chemical preserva- tives were added. To obtain a regular spray, a number of propellants were evaluated and finally a food class propellant was selected The 49mm diameter steel aerosol that did not alter the consistence of the oil produced by USC was chosen, ergonomic and appealing to the and produced a fine, regular spray. consumer.

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El Corte Inglés, the eminent Spanish luxury stores offer a three-pack presentation.

A bright choice New Horizons The choice of packaging for this original El Corte Inglés, the eminent Spanish luxury product was capital and a 49mm diameter stores together with Gourmet and steel aerosol produced by USC was chosen Delicatessen offer a presentation three-pack of which was both ergonomic and appealing to the different aromas in Spain and Portugal. the consumer, using an internal UV coating Marketing strategies are in place for Europe adapted specifically for olive oil. The selection and distribution is ensured by Walmart in the of the valve and the spray dispenser was a USA and Mexico, in the latter case the steel major factor to ensure effective filling and a aerosol cans are manufactured by Crown fine regulated spray due to the high viscosity Mexico. of the oil. After 12 months on the Spanish market, Aerosoles Oro de Olivo are satisfied, A significant seeing the remarkable interest generated by their product that the concept corresponds marketing advantage perfectly to the requirements of the Spanish ‘Aerosoles Oro de Olivo’ have differentiated consumer. their product with an original and high quality recipe and created their brand image by the The merits of quality choice of an ‘upbeat’ slim diameter steel aerosol can, which is convenient to use and The principal qualities which have influenced has seduced the consumer with its attractive consumer acceptance are primarily the conve- eye-catching design. nience, and economy in consumption. The use of the aerosol to display the olive oil allows to limit the quantity of product being used for cooking fish, meat or any other food with pans or grills, while the oil is sprayed uniformly on all the heated surface. This per- mits healthier nutrition while safeguarding both the aroma and flavour of Mediterranean- style cooking. Moreover, the composition of the oil avoids it burning and creating fumes. The food does not stick to the cooking For more information devices, which are therefore easily cleaned. In please contact: addition to the natural olive oil aroma, two variations with a touch of garlic or lemon are Francisco Falo Garcia available. Spicy and butter flavours are in the Production manager pipeline. Aerosoles Oro de Olivo Tel: +34 913 272 187 Consumer creativity Email: [email protected] http://www.orodeolivo.com Creative consumers are continually finding original alternative applications for olive oil sprays such as salad dressings and greasing cake trays. 9 news 26

Technology & Developments

FRANCE NICOLAS FEUILLATTE GOES FOR EYE-CATCHING HOLOGRAPHIC STEEL PACK

ne of the undoubted inspira- tional packaging success sto- O ries of Interpack 2005 was the unveiling of the polymer-coated holographic container for one of the world’s top-ten Champagne brands, Nicolas Feuillatte.

Nicolas Feuillatte had been looking Great opportunities for a superior and with Protact® distinctive pack for its premium cham- Holographic pagne. It required a Crown Speciality Packaging Europe brought pack that was com- to the attention of the champagne producer, mensurate with its the opportunities that Protact® Holographic quality image and a offered for dynamic packaging. Protact® reflection of the cham- Holographic is an exciting polymer-coated pagne producer’s com- packaging steel produced by Corus Packaging mitment to artistic cre- Plus. Corus and Crown worked together to ation. The pack needed develop the 3-piece champagne container, to stand out from the with Corus Packaging Plus providing the sup- competition with shelf port for samples, design selection and trials. appeal and presence, and importantly, it also had to “The eye-catching, elegant holographic con- enhance the brand of tainer was designed to help Nicolas Feuillatte Nicolas Feuillatte. maximize point-of-sale impact and reinforce the company’s sophisticated brand image The youngest of the world's which over more than a quarter of a century great champagne brands was has achieved international renown,” explains created by Nicolas Feuillatte in Nicolas Primault, Marketing Executive at 1970 from rare cuvées for his Crown Speciality Packaging Europe. friends in Paris and New York. Working with Protact®, Crown developed breakthrough technology for printing directly on holographic sheet.

The eye-catching, elegant holographic container was designed to help Nicolas Feuillatte maximise point-of- sale impact and reinforce the company’s sophisticated brand image.

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“ Developed for maximum aesthetic appeal and point-of-sale impact, holographic designs offer brand managers and designers a highly creative and versatile medium for packaging consumer products. Jaap Dunnebier, ” Corus Packaging Plus

Protact® Holographic is also a very versatile product, available in a wide range of designs. It combines high performance steels with holographic films, producing a safe, durable, formable and unique material that can be used on existing can making equipment and is compatible with existing machinery.

“Crown’s ability to print on holographic sheet mer in major supermarkets, hotels, restau- means that brands can now combine the visu- rants, and liquor stores worldwide. al impact of holograms with the branding “Developed for maximum aesthetic appeal power of high-quality logo and package print- and point-of-sale impact, holographic designs ing,” adds Nicolas Primault. “In this case, the offer brand managers and designers a highly attractive champagne canister creates high- For more information creative and versatile medium for packaging impact packaging with a sense of movement please contact: consumer products,” says Jaap Dunnebier, on store shelves while clearly distinguishing Director Polymer Coated Products at Corus Nicolas Primault and identifying Nicolas Feuillatte as a premi- Packaging Plus. “The illusion of movement Crown Speciality Packaging um brand. The printed holographic packaging creates shelf impact. It is very easy to com- Le Colisée 1, rue Fructidor also serves as a powerful anti-counterfeiting, bine brand graphics, embossing and printing FR-75830 Paris Cedex 17 product authentication tool.” to further enhance packaging design.” FRANCE First in the promotional category of the Tel: +33 1 49 18 40 00 MPMA Best in Metal Awards, the Nicolas Fax: +33 1 49 18 40 01 Feuillatte canister was launched in the sum- Email: [email protected]

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Steel Packaging Gallery

EUROPE INSPIRING WHAT’S NEW ? - 200 packaging solutions STEEL PACKAGING - Most viewed products - Latest updates SOLUTIONS www.steelforpackaging.org n this new column of the Apeal news, we will present you a selection of original packaging solutions featured on the international ‘Steel Packaging Gallery’. This website I contains more than 200 original steel packaging solutions and is aimed at inspiring and stimulating creativity. Since its launch, it has been upgraded to better serve its users, with an enhanced multi-search facility by packaging segments (beverages, food)... or by category (form, finishes or special features). The homepage now features the most recently uploaded and most viewed products.

KING TYRE REPAIR Crown Aerosols Europe, an affiliate of Crown Holdings, Inc, has designed an innovative, easy-to-grip shaped aerosol package in cooperation with SICO, a French company specializing in the for- mulation and filling of aerosol products. The container itself is con- toured in a comfortable, easy-to-grip shape which facilitates product dispensing. This high-impact package is made using Crown’s proprietary blow-forming process. ‘We reformulated our King Tyre repair and inflator to make it more flexible and easy-to-use for consumers’, comments Thierry Pourcel, Purchasing Manager, Sico. ‘Incorporating a new, distinctively shaped container, which not only contributes to the dispensing of the product, but distin- guishes our package from the competition, was the ideal way to relaunch the product to the market and build our brand name’. King Tyre Repair came first overall in the MPMA Best in Metal Awards.

CROC BABY VEGETABLE KIBBLE FOR PUPPIES Croc Baby Vegetable kibble for puppies now comes in a new steel can manufactured by Brasilata guaranteeing continued fresh goodness. The new container features a plastic lid and easy to use handle which enables the product to be viewed. A small funnel shaped convex opening in the ring allows the product to be poured, simplifying pet meal time. This new packaging serves as a barrier against moisture absorption and prevents insects and rodents from getting to the product thanks to the can’s superior sealing power especially when compared to conventional packaging. Ricardo Franklin de Mello, Manager of the Pet food Market at Socil Evialis Brazil, “Since this is a novel idea, the can attracts the consumer, because the packaging conveys a very modern image.” According to the manager, “We plan to continue using the steel can as a promotional hook to lever the Croc sales line as well as the other Socil brands.”

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THE SLEEK CAN Produced by canmaker Ball Packaging Europe, the 58mm-diameter tinplate cans are half way between the conventional size and the 52mm slim cans commonly used for energy drinks such as Red Bull. Kronenbourg and Coca-Cola are using these cans in a bid to reposition their products in the French market. Women drinkers are being targeted by Kronenbourg for its 1664 brand while Coca Cola is using the cans for flavoured versions of its sugar-free products, also aimed at HOMEBASE female consumers. SHAPED PAINT CAN Produced by Sigma Kalon, manufactured by Impress. Using blow moulding technology the Homebase shaped paint can was created to give the original shaped can consumer appeal on the shelves, where the ‘look alike’ packaging of traditional paint cans makes consumer choice difficult. Boasting an easy-to-grip feature which has proven very useful when up a ladder or working in con- stricted spaces, this pot of paint has maximised consumer appeal with its ergonomic design.

CHILDREN’S DUVET Jørck & Larsen, a duvet manufacturer, wanted an untradition- al packaging for the launch of their new collection of children’s duvets, to attract attention on the shelves. The duvets are sold under the name ”Celebration” through the Swedish brand Hemtex. The new packaging has caught the consumers’ eye and the exclusive appearance makes them very suitable for gifts. The packaging was developed by Glud & Marstrand. The steel can can be reused to store toys or other items.

INSPIRING PHILISHAVE STEEL PACKAGING The customer was looking for an SOLUTIONS innovative pack for a new electric shaver by Philips. The idea was to feature a truly 3-D image of the Would you like shaver on a steel can, in other words a multi- to know more about all these level embossing on a curved surface. Not just steel packaging solutions? the shaver but also the Philishave logo had to be embossed on the body and then repeated Please visit: on the lid in a slightly different style. The resulting promotional packaging reinforced www.steelforpackaging.org brand image and raised customer awareness. It has experienced continued success since its introduction.

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Interview with an expert

EUROPE THEO DOPHEIDE’S VIEWS ABOUT STEEL PACKAGING

ager to hear what a leading packaging technologist had E to say about steel packaging, Apeal went to meet Theo Dopheide, Packaging Development Manager at Unilever’s European Innovations Centre.

Waiting for Mr. Theo Dopheide in the library a new product whereas a of the Unilever Technology Centre in Oss retailer won’t do that. I (South of the Netherlands) I was over- like the creativity that is whelmed by the vast array of professional lit- part of this job.’ erature about food from all over the world; cookery books about virtually all types of How does cuisines, French, Italian, Chinese, Turkish, Indian and many others. Unilever But of course you would expect this kind of develop literature in the heart of one of the world’s products and biggest food multinationals. packages? Theo Dopheide graduated in Human Nutrition and Dietetics at the famous Theo Dopheide talks about a Agricultural University in Wageningen. After change in the R&D organisation graduating he worked for a short while for for the Product Group Savoury the biggest retailer in Holland and specialised Products in which he works. He in packaging systems. But he soon found that will become part of a 30-people the retailers are more interested in the logistic strong R&D team working in the properties of packaging and not so much in Regional Innovation Centre in setting trends and Theo Dopheide felt he Rotterdam for various brands like wanted to be more ‘in the driver’s seat’. Knorr, Unox, Calvé, Conimex, Royco etc. He will also remain based Theo Dopheide: ‘The real development work part-time in the Oss Unox plant so as for new products and their packaging takes to keep a close link with day-to-day place at the producer. A producer like Unilever will eventually set up a pilot line for 14 news 26

ABOUT UNILEVER Unilever is a real multinational and a market leader in much of the world’s Food and Home and Personal Care market. Every day over 150 million families choose Unilever brands to feed their families and clean themselves and their homes. Famous Unilever food brands are Knorr, Unox, Bertolli, Calvé, Amora and many others. The product range covers soups, bouillons, sauces, noodles, complete meals etc. The worldwide turnover of Unilever in 2004 was 40.366 million euro. Approximately 223.000 people in around 100 countries and in 114 manufacturing sites generate this turnover worldwide. http://www.unilever.com

Therefore Unilever started a project mind based on consumer called ‘the A-Brand Strikes Back’. research. We start working on these ideas and T.D.: ‘Normally consumers trust that a after a certain period of good brand is worth the money but time we present as concrete in a recession as we are in now, product concepts as possi- brandless products that do an almost ble, maybe even prototypes. equally good job are more often Packaging already plays a considered as a good alternative. role at this stage. But although brandless products seem to deliver relatively good quality, often this Nowadays we often ask a packaging standard is not maintained. And our strength design agency to help us find new creative is not only that we have a high quality level but feasible new packaging shapes. Whereas but especially that we are very good at assur- they create and test out new packaging ing that high quality level all the time. To designs, we take care of the functional defend our brands’ market share we reflect aspects of a new package such as physical about additional features that are important to resistance through the supply chain, barrier the consumers and what we can give our properties etc. brands to justify the price difference. We often work with the Dutch Flex Design agency as we find them quite professional. Some trends in the Together we accomplished the Unox Koelverse Maaltijden (Coolfresh Ready Meals). markets served What our company does from time to time The Unilever Savoury product group serves for new products is to outsource the produc- two main markets, the Food Service market tion to more specialised filling companies, at and the retail market. Both markets have their practice there looking into the feasibility of least for the introductory phase, until the own characteristics and their own supply new product concepts coming from the newly product has reached a certain maturity. If the chain. reorganised Regional Innovation Centre. quantities then justify an own production unit, T.D.: ‘In the retail business we are at a turn- T.D.: ‘I have to keep trying to find the link we will invest in it, if not, we will stay with ing point. If there was a focus on costs in the between the products the marketing people the co-packer’. last few years, we now find more and more want and what technology is able to perform. of an emphasis on better quality. The product And this applies to the products themselves, ABSB= the A-Brand has to be different, if possible a pleasant sur- the packaging and the machinery necessary to Strikes Back prise for the consumer. do the job. I used to be focused quite strong- Another key value we are stressing is ’vitality’; The difference between the old, well-estab- ly on the Unox brand but now the focus will the product has to fit into a healthy lifestyle. lished brands and new brands or white labels be wider. I will be working for other brands And there steel packaging has to make is becoming smaller. Brand owners like in our category such as Calvé, Knorr and progress. Although we know that our Unilever are well aware that their brands have Conimex as well. products in cans are of excellent quality, too to deliver sufficient added value for con- many consumers have the perception that Normally we work as follows: the marketing sumers to justify the price difference. people for a certain brand come up with a food in cans cannot be very healthy or good briefing about a product concept they have in quality’.

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Interview with an expert

EUROPE THEO DOPHEIDE’S VIEWS ABOUT STEEL PACKAGING Continued from page 15

T.D.: ’In consumer research we have the benchmark for all our noticed that it helps the image of other packaging materials. food cans a lot if the beads on the And I must say that the can body and the clearly visible new generation of steel seams on the top and the bottom easy-opening ends also has Theo Dopheide has been working for many of the can are masked some way an important and quite intel- years in groups with marketing people. or the other. Of course I know ligent feature, namely that the Together they decide about new products, beads and even more so seams closing goes via the double including new packaging. He witnessed the are an integral part of steel cans, so seam and the ease of opening outcome of a lot of consumer research also they cannot be avoided. But in tests with new is defined by the score line. about package preferences. products where we put a printed sleeve on If the steel packaging industry is able to cre- the can body and a plastic overcap on top of From all these experiences he distilled some ate more freedom of design and shape that the can, the perception of the package strong views about the ‘likes and dislikes’ of would really help. I know it is another mate- became much more positive. We enthusiasti- food cans. rial, but look at the shapes in the cardboard cally welcome important new developments industry. such as the Le Carré cans, the Protact laminated steel development, the new generation of I am sure there are quite good chances to steel easy opening ends and of course the revitalise food cans by all kinds of modern peelable ends’. technologies and if that happens I am quite confident that food cans will keep an impor- And although he is critical for the sake tant share of the food market, also within of constructiveness, Theo has many Unilever.’ more positive things to say about steel packaging. T.D.: ‘In all our reflections about packages, we bear in mind our positive experiences with steel packaging. Our people in the plants love to work with metal packaging; it is the most unproblematic packaging material for them. In the first place we have found that metal packaging is extremely reliable as far as the failure rate is concerned. There is no other packaging material that can match its security rate. And there is no other closing technique that is as safe as the double seam I was talking about earlier and we truly For more information have a lot of experience with all please contact: kinds of packaging materials. In fact the failure rate of the seam is Theo Dopheide Packaging Development Manager Unilever Technology Centre Tel: +31/41 26 20 614 Email: [email protected]

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Technology & Developments

USA INNOVATION IN ACTION DS CONTAINERS UNVEILS 2-PIECE PROTACT AEROSOL CAN

new state-of-the-art 72.000 m2 plant, boasting two high-speed pro- the tooling/can making aspects for this very duction lines is currently gearing up outside Chicago, USA. It will demanding application.” The interior polymer A produce 2-piece cans using Protact® polymer-coated material coating of the new aerosol can is EU and US from Corus Packaging Plus. The cans will be produced by DS FDA-approved, and DS Containers is now Containers, a new name in metal packaging and an affiliate of Daiwa working with closure manufacturers to Can Company. accommodate food, health and beauty and pharmaceutical applications. The speed of two- The Ultimate Barrier Stimulating the piece in aerosol for Multiple consumer production Application Bill Smith, founding CEO of US Can “This 2-piece Protact® aerosol is a very inno- “This package offers the marketplace multiple Company, previously executive vice-president vative package. While container technology uses. While it is initially designed as an of American Can, has had a 30-year relation- has been around for a long time, this is the aerosol can with an aerosol dome opening, it ship with Daiwa and was instrumental in first 2-piece polymer-coated container that can be retro-fitted with many closure types. putting together the present partnership. Now will be made in available in the US,” says This way it can dispense various products, chairman and CEO of DS Containers, Bill James R. Jandora, Vice- such as viscous materials by putting a pump Smith stressed the originality of the new con- President, Sales & on it – or even liquid, for example, olive oil.” tainer and its merits as a marketing tool. "We Marketing, DS Furthermore Protact® offers corrosion protec- know marketers are, more than ever, looking Containers. tion coupled with state-of-the-art decoration to their packaging suppliers for innovation,” possibilities and both US and European food he said. “We believe our 2-piece Protact® can legislation compliance. is the ideal vehicle for anyone who wants to differentiate a brand and bring something Environmental new to retail shelves." Protection with Innovation For more information The company says the unveiling of the 2- please contact: piece polymer-coated steel can could be the most significant development in DS Containers aerosols in 35 years. James Jandora Vice-President, Sales & Marketing “Daiwa and DS Containers initiated this pro- Batavia, Illinois, USA ject based on Daiwa’s successful ‘bottle can’ Tel: +1 630.406.9600 technology and Corus Packaging Plus con- Email: [email protected] tributed its polymer-coated steels’ expertise,” http://www.dscontainers.com explains Jaap Dunnebier, Polymer-Coated Products Director at Corus Packaging Plus. Corus Packaging Plus “Corus Packaging Plus supported the devel- Jaap Dunnebier opment of the steel, the polymer coating and Director Polymer-Coated Products IJmuiden, the Netherlands Tel: +31 251 492371 ® The 2-piece Protact aerosol can; Email: [email protected] corrosion protection coupled with http://www.coruspackaging.com state-of-the-art decoration possibilities. 17 news 26

Legal & Environment issues

EUROPE STEEL PACKAGING ESSENTIAL FOR ACHIEVEMENT OF EU METAL PACKAGING RECYCLING TARGETS

ver 2.2 million tonnes of post-consumer steel packaging were recycled in Europe last year. O This represents a recycling rate of 60% in the enlarged EU and an estimated 62.5% in EU15 (up from 61% in 2003).

In the run up to 2008 the recyclability of steel has been made in terms of steel packaging will therefore continue to play a key role in recycling in the UK, Spain, Portugal & Italy helping European countries to meet their with recycling increases of between +41% in recycling targets, which have placed a the UK and +121% in Spain. greater onus on packers-fillers to In Central and Eastern Europe, according to identify and use materials that offer the level of collection infrastructure in place, a high recycling performance. recycling performances of Green Dot systems ranged from 11% (metals) in Lithuania to 43% Steel packaging : (steel) in Hungary. The best progression in metal packaging recycling was registered in leader in recy- the Czech Republic (37% vs. 29% the year cling before). Steel packaging offers value to soci- Steel packaging ety thanks to its exceptionally high recycling rates in Europe, enabling a recycling contributes continual recycling process to take to the sustainable use place without any loss of quality. In this sense, steel is a truly renewable of resources material. Through increased recycling of steel packag- “It is no surprise that steel consoli- ing, resources such as iron ore and coal are dates its position year by year as preserved for future generations and energy leader in packaging recycling in use is vastly reduced. Over the last 10 years, Europe”, said Philippe Wolper, more than 16 million tonnes of steel packag- managing director of APEAL. As ing have been recycled, saving 40 million steel scrap is an essential ingredi- tonnes of CO2 emissions, i.e. saving the ent in steel manufacturing, there is equivalent CO2 emissions of 22 million cars, always ample demand for recycled each car travelling an average of 10,000 km. steel. Furthermore, steel packaging is eco- nomical to collect and easy to separate thanks to its magnetic properties. Over the last five years, remarkable progress

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Furthermore, those systems feature superior economic and environmental performance compared to deposit schemes: a study under- taken by BIO Intelligence Service earlier this year reveals that when a deposit system is implemented in parallel to an integrated system, costs of collection double, greenhouse gas emissions increase and other environmental impact indicators deteriorate, without any noticeable increased performance.

This performance results from the adaptability Mandatory recycling of steel to a wide range of collection systems targets for metal (from mixed household waste to multi-material door-to-door collection systems) under the packaging would not umbrella of integrated collection schemes. be attained in Europe Such schemes are now commonplace in Europe and quickly progressing in new without steel’s Member States and, importantly, not only col- contribution lect beverage packaging but also all other household steel packaging applications (food According to APEAL’s estimates, a 59% metal For more information cans, aerosols, etc.), whereas deposit systems please contact: packaging recycling rate was achieved last are restricted to beverage containers. year in the EU15, exceeding the legal requirements of 50% offset by the Packaging & Jean-Pierre Taverne Packaging Waste Directive. This represents 2.3 Environmental & Technical Affairs Manager million tonnes of metal packaging recycled, APEAL more than 90% of which is steel packaging. Tel: +32 2 535 72 05 Fax: +32 2 537 86 49 Email: [email protected] http://www.apeal.org

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Legal & Environment issues

GERMANY DEPOSIT SYSTEMS FOR ONE-WAY DRINKS PACKAGING INCREASE GREENHOUSE GAS EMISSIONS

study performed by BIO-Intelligence Service Combining both consulting demonstrated recently the adverse A environmental impacts that mandatory collection systems deposit systems on one-way drinks containers could increases generate in countries where an integrated waste management system is already operating success- environmental impact fully. The study was communicated to the public in Consequently, APEAL perceived the need for April 2005 and was welcome by a wide range of a scientific assessment and commissioned a stakeholders who expressed their interest in the study assessing the cost and environment effi- study, thereby showing that the study was partly ciency of both collection methods. The filling an information gap on this controversial results obtained on the cost efficiency were theme. not surprising and demonstrated that a system where one-way drinks containers were collected with a mandatory deposit was twice er responsibility. This success is now extend- Over the last 15 years, integrated waste man- more expensive that the integrated waste ing to Eastern and Central Europe where most agement schemes such as those implemented management scheme. On the other hand, the new Member States and countries in the pro- by so-called “Green-dot organisations” have results on the environmental aspects were cess of acceding to the EU have created a been spreading throughout Europe, appearing astonishing. Indeed the study showed that in Green dot organisation to manage their pack- as the most efficient method of implementing the scenario where one-way containers are aging waste. Directive 94/62/EC on Packaging and collected through a mandatory deposit sys- Packaging Waste and the principle of produc- Still, while this concept is now expanding tem, all the 8 environmental indicators geographically and achieving increasing high (including Primary energy consumption and recycling and recovery rates, certain govern- Greenhouse effect) showed an increase in ments are now departing from this approach, terms of environmental impact. showing preference for expensive mandatory In an international and European context deposit systems for one-way drinks contain- where global warming is increasingly at stake, ers. This is particularly the case of Germany it was even more surprising to notice the which has imposed in January 2003 a manda- increase in environmental impact was the tory deposit on one-way drinks containers most apparent with the indicators on Primary which were formerly collected and recycled energy consumption and Greenhouse effect. by DSD, the German Green dot organisation. This fundamental change in the German collection system for drinks packaging was moti- vated by an alleged environmental benefit. However, no environmental study was ever performed to assess the environmental profile of adding a mandatory deposit system for one-way drinks containers to an existing multi-material integrated waste management scheme.

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Following this communication, we received Lastly, in terms of media impact, not only did A strong interest requests for the final report of the study from the study generate a broad interest in the expressed by a wide all categories of stakeholders, including European specialised press, but it was also European Commission officials, national min- reported in The Netherlands and in Spain in range of stakeholders istries, NGO’s and packaging or drinks pro- the general and economic press. ducers. Furthermore, the study received Prior to its Communication to the public, the All these elements lead to the conclusion that express support from PRO Europe, the organ- study was presented to the European this study has been welcome as an excellent isation representing schemes for the collection Commission at a meeting where the consul- input into the debate on deposit collection for and recovery of packaging waste in 21 tants from BIO-Intelligence Service presented one-way drinks containers. A debate which, Member States. Its Managing Director their conclusions to General Directorates for so far, was mainly based on the assumption Bernard Hérodin commented, “This study Environment and Industry & Enterprise. that deposit systems are necessarily better for clearly shows that integrated selective collec- Subsequently, the study was communicated to the environment. environmental NGO’s and stakeholders of the tion systems such as green dot schemes offer packaging chain throughout Europe as well as the best solution in terms of environment and A copy of the final report is available upon national ministries competent for packaging cost efficiency. It is important that collection request. and environmental policy. schemes are a global answer for achieving the high recycling and recovery targets.”

For more information please contact:

Renaud Batier EU & Public Affairs Manager APEAL Tel. +32 2 537 91 54 Fax: +32 2 537 86 49 Email: [email protected] http://www.apeal.org

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Award

UNITED KINGDOM CORUS STEEL PACKAGING DESIGN AWARDS 2005 he Steel Packaging Design Awards, run by Corus Packaging Plus in association with the “The debate we got into was like T D&AD (British Design and Art Direction), invite judging work of people who students to explore the creative potential of steel have been in the industry for linking the student community with the world of ten or more years. At the end commercial design. The SPDA is now a key fixture of the day, great ideas are the in the college calendar, providing an essential con- ones that shine - keep it simple’. nection between design, education and business. The Steel Packaging Design Awards are run as part David Beard, of the D&AD Student Awards. Brandhouse WTS ”

“The entries displayed good creative flair with some challenging thoughts. I was pleased to see students challenging both the brand and the technical status quo. The winner displayed real creative thinking and the ability to get the brand’s value to come to life. BRIEF: Pierpaolo Indelicato, ” Bacardi Breezer triggered the creative poten- Bacardi Breezer tial of steel, by creating a limited ‘fashion’ edition pack for Bacardi Breezer. WINNER: Gary Meadowcraft from University College Falmouth

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“I have judged this category before and I was absolutely BRIEF: thrilled about the way the work The Sanctuary wanted to use steel as a primary component, cre- has progressed in terms of qual- ate a special design for a special ‘gift’ edition of The Sanctuary’s ity, understanding and knowl- current women’s product, the iconic Salt Scrub. edge of both the brands and the markets they serve – markets WINNER: that weren’t immediately rele- Alafuro Sikoki and Burcu Yancatarol from the University of Arts, vant to students. Philadelphia Lynda Relph-Knight, ” Design Week

CORUS STEEL PACKAGING DESIGN AWARDS

“Of the three briefs, Heinz was definitely the hardest. However, the standard of work was very high. The three first prize win- BRIEF: ners all demonstrated unique Heinz wanted to create contemporary steel thinking and the overall winner packaging for the re-launch of Heinz’s nutri- took that a stage further with For more information tious ‘Good Food Everyday’ soups. an evocative, emotional idea please contact: translated into an elegant WINNER: design. The best designs are the Samantha Allison ones with a core idea, an Manager, Krystal Bloxham from Somerset College of essence, that makes us, the Space Corus Packaging Plus Arts and Technology judges, really stop and think. Hampton House, 20 Albert Embankment London SE1 7TJ, Great Britain Darren Foley, Tel: +44 (0) 020 7975 8470 Pearlfisher ” Email: [email protected]

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Internet

EUROPE NEW “STEEL FOR PACKAGING” WEBSITE

s of 15th November 2005, a In the user friendly website structure you new “steel for packaging” will discover newly uploaded or updated A website has been put on line features, including unedited surveys, stu- by APEAL. dies and analyses : Steel for packaging applications : generic information, of interest to marketing and packaging decision makers, on the brand APEAL NEWS READERSHIP values and potential of steel for packaging applications in various market segments. Circulation Policy issues : recent positioning statements 13 000 copies in 86 countries of the Steel for Packaging industry relating to Brand Owners (44%), Institutions (16%), the packaging regulatory framework, Can Manufacturers (11%), Retailers (8%), including : Steel Industry (5%), Journalists (5%), Consultants (4%), Packaging Designers (2%), • APEAL’s analyses of the latest studies Equipment Makers (1%), Others (4%). assessing the implementation of the packa- Languages available ging directive. English, French, German, Spanish Sustainability : sustainability positioning of steel for packaging and the European Steel ISSUE NR 26 - NOVEMBER 2005 for Packaging industry’s answers to waste Responsible Editor management issues, including : Philippe Wolper - APEAL • APEAL’s environmental report on steel for Chief Editor packaging. Charles Reuland - APEAL • TNO’s eco-efficiency study on packaged Coordination food systems. Sarah Clapham - APEAL Monica Rawlinson - APEAL • The BIOIS study on the eco-efficiency of waste collection systems. Editorial Committee Renaud Batier - APEAL The new information has been structured Fabienne Lafargue - Arcelor Packaging International in a user friendly way with a search Tom McMurtry - Packaging Consultant engine facilitating access to relevant Jackie Mellese - APEAL information and frequent opportunities Heike Schur - Rasselstein GmbH Susan van der Steenhoven - Corus Packaging Plus to download essential documents. Jean-Pierre Taverne - APEAL Evert van de Weg - Packaging Consultant Concept Design : - www.pavy.be Printed on recyclable paper www.apeal.org

The Association of European Producers - Would you like to receive the “Apeal News” on a regular basis of Steel for Packaging (available in English, French, German or Spanish) ? Avenue Louise 89 • BE-1050 Brussels Please send your full contact details specifying the language you Phone +32/2/537 91 51 • Fax +32/2/537 86 49 require to Sarah Clapham : Email: [email protected] E-mail: [email protected] Fax: +32 2 537 86 49 http://www.apeal.org http://www.steelforpackaging.org