Overview
What’s small, shiny, recyclable and launches a campaign with impact?
Orora produces cans ranging from 200 to 500ml varieties, in standard, slim and sleek styles with matt, gloss or tactile surfacing, providing a decorative edge though the use of high-end inks and premium finishes.
Carlton & United Breweries (CUB) has been a valued Orora customer for over 20 years, and recently became part of the largest global beverage brand family in the world, when the SABMiller group combined with AB InBev. Three times a week, CUB sends their schedule to our Beverage Cans business and we produce and deliver their cans to spec. Orora’s CUB cans are manufactured in Australia at Dandenong (Victoria) and Rocklea (Queensland), with can ends produced in Ballarat (Victoria) and supplied across Australia and New Zealand. Eight times a day, Orora makes a delivery to a CUB facility. Like many large customers, CUB’s needs are two-fold: process standardisation that delivers consistent quality is essential; but the capacity to customise and support constant innovation in a rapidly changing marketplace is also crucial.
Opportunity
In mid 2015, CUB research indicated that beer buyers were diversifying consumption, resulting in a desire for more variety and smaller packs. CUB recognised the opportunity to meet this demand by increasing their presence in the cider market and invited Orora to partner with them, sharing their strategy to develop their cider offer.
With a seat at the table from process to inception, Orora's Innovation and Design team and our Decoration Centre of Excellence were well placed to produce a range of creative ideas. Eight of 24 original concepts were shortlisted for presentation to CUB. Orora’s decoration specialists then developed custom can artwork for the concept most favoured by CUB's Brand and Innovation team. A short run of artwork prototypes was followed by production samples for CUB’s team to experience the new, 375ml cider in a can.
Outcome
Ten weeks later, Little Green Sweet Apple Cider was launched into the market. The littlest, sweetest green cider in the CUB stable is refreshing, sweet and tastes just like a fresh apple juice. From our in-house Innovation, Design and Decoration capabilities to our specialised manufacturing experience, Orora’s inner network of end-to-end expertise enables concepts to become reality as part of a seamless creation to production process. This speed-to-market advantage can see your product conceived in June, and on-shelf by September – just like CUB’s Little Green Sweet Apple Cider.