The Can Manufacturers Institute (CMI) has launched a new campaign to promote the aluminum can as the best choice for beverage packaging. Named “Open up to Cans,” the initiative aims to educate the beverage industry on the benefits of aluminum cans across four categories: product taste, innovation, performance and sustainability.
The campaign follows the release of recent research indicating consumer preference for cans. CMI has launched a new website, smartcansolutions.com, to serve as a hub for the new consumer research and data. The site also provides members of the beverage packaging industry with information about the benefits of aluminum cans.
Conducted by consulting and communications company Food Minds, the research found that consumers prefer their beverages in cans—especially energy drinks and craft beers. Grant Prentice, Director of Strategic Initiatives at Food Minds and author of the research, said 360-degree branding, taste integrity, recyclability and innovations in beverage packaging all influenced the consumers’ choice.
CMI President Robert Budway said:
“Our new consumer data proves that aluminum cans continue to be the perfect container for all beverages. Open Up to Cans promotes the benefits that matter to consumers and brand owners alike. The campaign will serve as an educational platform for beverage brands and packaging companies to access research proof points to show why the can is the package of choice across multiple beverage categories.”