UK-based record label company Island Records has collaborated with Crown Bevcan Europe and Middle East to launch a ‘Shazamable’ can for its Session IPA Beer.
The collaboration leverages consumers’ tendency to explore the packaging of their favourite products and know the individual history of every brand, which includes the ingredients used to prepare the product, along with its manufactured date and other related information.
The new packaging enables music lovers to connect instantly with three curated bespoke playlists featuring Island artists on Spotify by scanning the Shazam Code printed on the can with their smartphones.
Crown’s Leicester-based European Design Studio carried out the pre-press activities with Zappar, which provides the Shazam Codes technology, and embed the dedicated logo into the final design.
Subsequently, Crown experts translated the fine details into a design that can be printed onto the cylindrical beverage can.
Working closely with Shazam to develop the distinct ‘Visual Shazam’ technology, Island Records expects that the new can packaging will help its Session IPA stand out in the competitive market.
All new cans are manufactured at Crown’s UK-based Braunstone factory.
In addition to Session IPA, a second design for Island Records beer range Jamaica Porter was launched.
The new can design was also recognised as the ‘Best Can or Alubottle’ at the Annual World Beverage Innovation Awards held in September last year at Drinktec in Munich, Germany.