Limited edition packaging helps the brand celebrate nearly 150 years in the Singapore market
Philadelphia, PA – August 11th, 2016. Crown Holdings, Inc. (NYSE: CCK) (Crown) (www.crowncork.com), a leading supplier of metal packaging products worldwide, has partnered with Guinness to develop limited edition packaging for its Foreign Extra Stout brand that commemorates the company’s nearly 150 year presence in Singapore.
Launched earlier this year, the special 330ml beverage can pays homage to Guinness’ roots in Singapore, which date back to the 1880’s. The Guinness brand name, which was initially difficult for Singaporeans to pronounce, came to be known in the country’s local Hokkien dialect as “Ang Ji Gao” (红舌狗). The nickname, which translates to “Red Tongued Dog,” in English, served as the iconic emblem for the brand’s first package label and has remained in place in modern times.
Singapore-based illustrator Ben Qwek reinterpreted the brand’s original label design for the anniversary package, which features familiar local references. These include typical Singaporean coffee shop sights to significant figures like Sir Stamford Raffles. These eye-catching graphics are set against Guinness’ signature black background and take on a photo-like quality produced by Crown’s offset printing process. The end result is a package that effectively balances the premium look and feel that consumers have come to expect from Guinness with the nostalgia of the past.
“We are very pleased to have created this limited edition design to celebrate the national identity of Singapore and pay tribute to the many things that define our local culture, including the classic Guinness ‘Red Tongue Dog’,” says Venus Teoh, Head of Marketing, Asia Pacific Breweries Singapore. “We hope that this new design will be enjoyed and celebrated by everyone, prompting conversations about what makes Singapore, Singapore.”
Guinness took the celebratory nature of the packaging one step further by leveraging the tab of the beverage can as the centerpiece for a special contest. Three cans were printed with the letters “D-O-G” on the underside of the tab; the consumers that purchased these cans received vouchers for home furnishings valued at S$10,000. Crown’s inkjet printing technology enabled Guinness to take advantage of this underutilized part of the package and further engage consumers with the brand.
“Limited edition packaging offers a powerful marketing platform that brand owners can use to mark an important milestone, support a cause or create a tie-in to a larger campaign,” said Robert Bourque, President of CROWN Asia Pacific. “Beverage cans are particularly well suited for promotional packaging due to the large billboard space available for messaging and imagery. In this case, we were able to work with Guinness to create a package that acknowledges the brand’s long history in the local Singapore market and injects some fun into the drinking experience.”
Beverage cans also offer numerous sustainability benefits. In addition to minimizing waste due to their inherent barrier properties, metal packaging is 100% recyclable. Metal can also be infinitely recycled with no loss of physical properties.