The metal can continues to be a trusted and innovative vehicle for the drinks industry and its future is bright, says a white paper published by The Can Makers, the UK arm of industry body Beverage Can Makers Europe.

The paper details the history of the metal can while highlighting how it has become an intrinsic component in wide range of promotions. For example, last year in the largest-ever collaboration between a movie maker and a soft drinks firm for ten years Iron Man 2 was promoted on Dr Pepper cans which featured 14 collectible designs. The cans also appeared in the movie.

 

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