AB-InBev is testing a new can design for Corona Extra beer that does away with external plastic packaging by allowing multiple cans to simply be screwed together.
Corona tasked Leo Burnett Mexico with coming up with a new solution to beer packaging methods such as plastic or cardboard six-pack rings or glue.
Federico Russi, CCO of Leo Burnett Mexico said: “We designed a stackable system that screws up to 10 cans together, using only their own design, without the need for any additional material. The assembly system connects at the bottom and top of each can, so several of them can be screwed into each other and create stacks.
“It’s an innovation that can be scaled on a global level, solving the plastic problem.”
Carlos Ranero, marketing vice president at AB-InBev, added: “In the beverage industry, there have been many solutions for cutting back the use of plastic. However, none has been fully adopted because they require the use of other materials.”
The design, dubbed the Fit Pack, was shortlisted for an Innovation Lion at the Cannes Lions 2019 Festival of Creativity, the Oscars of the Advertising world. It was also made open-source, meaning the entire industry can access and use the blueprints.
Clarissa Pantoja, brand director at Corona, explained: “If we all join efforts, the planet will see benefits soon.”
AB-InBev and Leo Burnett aim to extend the design to other markets and brands, should the pilot prove successful.
Last year, Corona announced that it will introduce plastic-free six pack rings in select markets as part of the brand’s commitment to eco-friendly packaging.
