Shape is a strong driver for metal can differentiation

When consumers were asked during focus groups, “Does the can need to change?” the overwhelming response was, “Yes!” Consumers were quick to point out “that it’s got to catch the eye, because then you are getting something good inside.”

The perception is that metal cans in new innovative shapes must be carrying a better product because “they put more thought” into designing the container.  The new generation of shaped cans have the potential to rejuvenate brand sales. Shaped cans provide marketing advantages to packers while still delivering tried and true benefits of metal.         
  
Shape communicates instantly—there is no reading required.  Shape creates memorable and recognizable branding.  It also offers upscale, sophisticated cues.

Innovative, shapely designs which support brand positioning, coupled with a complimentary color pallet help contemporize metal packaging and the products they contain.  Both premium-niche and high-volume shaped cans continue to enter the global marketplace monthly. In many cases, these launches are achieving sales increases through product differentiation and enhanced functionality.

View our focus group videos:

Can needs to change video Shaped can means something good is inside video

Ease of opening research

Convenience research

Differentiation research

Reclosability research

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Phone: 818.348.3700 | Fax: 818.593.2255
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