With new Impress technology, Hammerite (ICI) launches really innovative packaging for paint market
Impress gives further proof of how attractive packaging gives a marketing edge. New from Impress is the Hammerite paint can, specially designed for ICI Group. Europe’s leader in metal packaging for the paint and coatings markets also demonstrates its innovative flair with its new shaping technology (patent applied for). The technique is especially suited to small production runs.
New product, new pack
Relations between ICI, one of the world leaders in paint, and Impress, world number two in packaging, go back a long way - and the co-operation is close.
For many years, the two groups have been co-operating with a view to developing shaped cans in a sector traditionally dominated by conventional, cylindrical packages. Hammerite is an ICI subsidiary and leader in protective coatings for metal. So when it launched a new formula for its flagship product, it quite naturally turned to Impress. Its objectives were clear: to reap the benefits of a new package fit to accompany this launch, to boost the product’s top-of-range image, and make Hammerite stand out on the shelves.
The Hammerite pack: revolutionary asymmetrical shape
Impress’s research centre has developed a post-print forming method especially suited to small production runs. The group was then able to offer ICI and Hammerite a new, exceptionally innovative pack. Holding 650 ml of paint, the can’s shape is both curved in the middle and asymmetrical. Horizontal grooves run across half the pack, offering a natural fingerhold. They guarantee excellent grip and unrivalled ease of use for decorators. Gone is the fear of the paint pot slipping out of their hands! ICI and Hammerite are assured a product which is exceptionally attractive to consumers, and which endorses their paint’s top-of-range status.
This new package confirms the soundness of the strategy worked out by Impress and its DPF division. The strategy is one of differentiation through packaging, and ease of use for users. The paint and coatings sector is very conservative in its packaging.
Technical characteristics and distinctive features
Hammerite is a brand distributed in 52 countries. The capacity of the new pack is 650 ml (109 mm across x 89 mm high). The ‘three-finger’ can is cylindrical in appearance, with a first ‘wavy’ bend at the top and a second asymmetry round half the circumference (hence the ‘three fingers’). It boasts printing in six colours.
The pack has received numerous accolades: the gold award ‘Can of the Year’ (Cannex), gold award for innovation and silver award for functionality (MPMA).
For further Information, please contact:
Talents et Compagnie : Jeanne Bordeau • Charlotte Millet
23, avenue de Iéna 75116 Paris
t: +33 1 56 89 56 52
f: +33 1 56 89 56 50
e: millet@talentscompagnie.com
Impress is a leading international company focused on metal packaging. It is the worldwide leader in the seafood can market, European leader in cans for paints & coatings, European leader in cans for dry foods, and second in the European food can market.
Impress is based in Deventer in the Netherlands and has a worldwide turnover of 1.3 billion euros. It employs over 7,000 people in 42 facilities operating out of 16 countries, in Europe, North America, Japan, and the Seychelles.
Discover Impress on: www.impressgroup.com
