AB-InBev has launched a new can design for Corona Extra beer which enables it to do away with external plastic packaging by allowing multiple cans to be screwed together.
Working with advertising agency Leo Burnett, the brewery giant sought to reduce its plastic waste by coming up with a new solution to substitute for plastic packaging, as the beverage industry generates 17 million tons of plastic worldwide every year in packaging alone.
According to Federico Russi, CCO of Leo Burnett Mexico City, the “Fit Pack” was born when the agency considered a feasible, scalable solution for AB-InBev involving only the can.
“We designed a stackable system that screws up to 10 cans together, using only their own design, without the need for any additional material. The assembly system connects at the bottom and top of each can, so several of them can be screwed into each other and create stacks.
“It’s an innovation that can be scaled on a global level, solving the plastic problem,” said Russi.
Customers can take the exact number of cans they need and screw them together, thus removing the need for external packaging. According to Carlos Ranero, marketing vice president at AB-InBev, other solutions developed have not been taken up by the industry because they required other materials.
“This solution has a very simple approach that can bring great financial benefits thanks to the complete removal of plastic materials in packaging,” he said.
The design has been short listed for the Cannes Innovation Lions and was made open-source, meaning the entire industry can access and use the blueprints, said Clarissa Pantoja, brand director at Corona.
“If we all join efforts, the planet will see benefits soon,” she said.
AB-InBev and Leo Burnett aim to extend the design to other markets and brands, should the pilot prove successful.
