novelis evercan beverage market campaign -...

NOVELIS EVERCAN™ beverage market campaignStrategy and marketing services

realmco.com© 2015 Realm, Inc.

OpportunityWith evercan, Novelis has developed the only certified, guaranteed recycled aluminum can sheet with at least 90% recycled content. Though all cans are recyclable, not all are made of recycled content, so evercan sets a new standard for aluminum beverage packaging worldwide. The average recycled can in the U.S. is rarely more than 40% recycled material.

Infinitely recyclable with no loss in quality, evercan is ideal for brands focused on sustainability and their carbon footprint. It requires 95% less energy and produces 95% fewer greenhouse gas emissions than when manufacturing with primary aluminum.

Historically, aluminum can sheet is traded as a commodity. Bought, primarily, by three global players who convert it into the cans we know. Novelis’ evercan would change that dynamic by differentiating their rolls and forcing the can-ners to change how they offer finished cans to their customers.

The canners have consistently resisted adoption and emphasized to the brand owners that evercan will never enter production. That it will fail.

With a tight control on can supply, it is impossible to reach a major brand owner (Coca-Cola, InBev, Coors, etc.) without one of the big three offering the aluminum.

With such an industry-changing can in production, but without any canneries willing to sign on to use it, following the product launch, Novelis decided to go directly to the beverage industry with its campaign to force a conversation and prove to the industry that there can be a better can, and it is available.

AnalysisTouting such a sustainable product, Novelis and Realm believed we should target one of the fastest-growing and most sustainable-minded audiences in the beverage industry – craft brewers – who are already moving toward cans for the benefits the packaging offers.

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At least 90% recycled content in evercan aluminum can sheet


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In a 2014 article for Craft Brewing Business, Brian Thiel of Crown Beverage Packaging (one of the big three) articulated the decision process for a craft brewer to move to cans. At no point does the discussion of the aluminum come to mind. It is just assumed that all cans are the same. This was typical of the tone and thinking of the time and consistent with the messaging craft brewers were exposed to.

“There’s no more questions like: Should we consider cans?” explained Brian Thiel, Craft Brand Manager for CROWN Beverage Packaging North America, one of the country’s top metal packaging solutions provid-ers. “Those questions have already been answered by the brewers. Decisions have already been made that this is the right package, and what I’m seeing now for common trends is that both new and old breweries are coming to us with multiple can designs and can labels. They’re packaging several different brands. I’ve even had customers start with five or six brands right out of the gate.”

A search on craft brew and sustainability will yield a page of philosophical and belief-driven views from the industry, the brewers and the consumers themselves. Craft beer is a very sustainably driven industry – nimble in ways that the major beverage brands are not, and willing to try something new.

In a 2014 article, “The Ecological Creed of Craft Beer,” Conservation Magazine explains how the new generation of breweries, like New Belgium, are a new breed, focused on circular economies.

“In the 1990s, small craft breweries began to proliferate, and they began to do so in a more progressive atmosphere. In 1980, when the only note-worthy craft brewer at work was Sierra Nevada Brewing, located in Chico, California, there were only 89 craft breweries in the U.S. Today there are more than 2,400. This rapid proliferation took place on the cusp of a fresh environmental moment. It was a time when the children of an intellectual ecosystem framed by Rachel Carson were reaching the drinking age and exercising consumer choice. And it was a time when buzz phrases such as “the ecology of commerce” and “green capitalism” were beginning to infiltrate the corporate playbook.”

These two key traits of the market make the craft industry an ideal place for evercan to start and build traction.

2,400+craft breweries in the U.S.


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Regional billboards


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National and regional print advertising

Take your local brewery everywhere.Red Hare is the fi rst micro-brewery in Georgia to can its craft beer. We know it’s the best way to preserve the fi nest ingredients that we put into all our brews.

Exceptional fl avor profi les. Rich aromas. Complex, yet balanced taste in every can.

Enjoy, wherever you are.

Certifi ed Recycled Aluminum

#chasetherabbitPlease recycle.

Please drink responsibly.

Come see us at the brewery for tours, tastings and music.

Thursday 5:30-7:30 pmFriday 5:30-7:30 pmSaturday 2:00-4:00 pm

Red Hare now in stores

14NV02081_FullPage_CLad_060414.indd 1 6/5/14 3:35 PM

A new standard in sustainable packaging

Please recycle.

Certifi ed Recycled Aluminum

Novelis brings you the future of aluminum beverage packaging with evercanTM – the only certifi ed high-recycled-content aluminum can sheet available nationally. Join Red Hare Brewing in choosing evercan to preserve beverage quality while reducing environmental impact.

Ask your can maker about evercan or contact Novelis to learn more.

novelis.com/evercan

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Creative Loafing (Atlanta)

The Pulse (Chattanooga)

Brand Packaging (National)


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Digital advertising


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Goals and ObjectivesCampaign Purpose:

Announce to the beverage market that evercan was available commercially using Red Hare Brewery as a proof point.

Campaign Goals

• Generate interest and adoption of Novelis evercan within the craft beer marketplace.

• Maintain a higher-than-national-average click-through rate of 0.09 for business and industry campaigns (per Google’s Rich Media Gallery). We knew we wanted to exceed that average to instill interest and create new business opportunities.

• Secure at least three new craft brewers as adopters of evercan for their pack-aging needs to prove that Red Hare was not just a one-and-done event.

SolutionTo create disruption in the conversation, Realm collaborated with Novelis and Red Hare Brewing – the first brand willing to commit to using evercan for its packaging – to execute a campaign targeted at the craft industry. This campaign would build awareness and adoption of evercan within the beverage community by demonstrating the successful product launch and product availability.

Realm divided the campaign into three initiatives:

• Paid media, both national and regional

For advertising – print and online – we chose to focus on Red Hare’s choice of evercan, proving that the product was not just an ideal, but a real-world alternative to standard aluminum cans that was in use and available nation-ally. This not only promoted the viability of evercan for Novelis, but also shown a light on Red Hare as the first to choose evercan to preserve bever-age quality, while reducing environmental impact. These ads also featured a call to action to “ask your can maker about evercan” to help build a demand for the product that can makers would not be able to ignore.

As a local brewer in Marietta, Georgia, Red Hare also provided name recognition in the region and allowed us to leverage a local business in local adverting in print and on billboards, as well as regional publications.

3,100+click throughs recorded


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• Trade show support

Trade shows for craft brewers provided an ideal platform to share the ben-efits and availability of evercan. This was an opportunity to educate those we believed would be most receptive to our message of sustainability without a loss in quality. We created informational pieces to share indis-putable facts about Novelis aluminum and evercan, based on company information as well as aluminum-industry statistics. Both booth graphics and collateral incorporated this information in bite-size, graphical pieces for an easy and captivating read. Red Hare also allowed us to take advan-tage of their brand equity by incorporating their logo and rabbit mascot in these printed pieces.

A follow-up for contacts at the show was a post-show mailing showcasing Red Hare beer in evercan, allowing these leads to see, taste and experience it for themselves. A slim corrugated box, embossed with the evercan logo, contained a limited-edition evercan of Red Hare, an evercan flight glass, and an insert that allowed recipients to learn more about evercan’s benefits as they enjoyed a good beer.

• Event support for Red Hare Brewing

Finally, events at Red Hare Brewing or sponsored by Red Hare at other venues gave us a chance to speak to local audiences and further build awareness of evercan among consumers, and Red Hare’s choice to be the first to use it. Posters encouraged recycling and highlighted how the energy saved from recycling could help make an event possible from powering lights to music. Our goal is that as consumers become more informed about the opportunities that the product can offer, they will choose brands that choose evercan.

.43click-through rate, four times the industry average


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95% less energy

95% fewer GHG emissions

Did you know?

The evercan™ aluminum can

is the ideal beverage container

for sustainable brands. Using

recycled aluminum requires

95% less energy and produces

95% fewer greenhouse gas (GHG)

emissions than manufacturing

primary aluminum.

90% and counting

With at least 90% recycled content, Novelis evercan beverage can sheet is the first certified high recycled content aluminum designed specifically for the beverage can market.

Certified high recycled aluminum can sheet

Recyclable forever. Do your part. Keep it going.

© 2014 Novelis Inc.

90% and counting


novelis.com/evercan

Certified high recycled aluminum can sheetRecyclable forever. Do your part. Keep it going.

90% and counting


Certified high recycled aluminum can sheetRecyclable forever. Do your part. Keep it going.

Red Hare Brewing Company of Marietta, GA, is the first brewery

to adopt evercan.

A better can for a better beer

Trade show booth


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Can-sheet alloy:Could be less than half recycled material

We need your help.

Please recycle. Help us preserve and protect the planet and attain the ultimate goal – an aluminum can made from 100% recycled content.

Red Hare Brewing Company of Marietta, GA, is the first brewery to adopt evercan.

Did you know?

All cans are recyclable, but not all cans are made of recycled content.

Recyclable Recycled

Can-end alloy:Could be less than half recycled material

Average CanIn today’s manufacturing process, a brand owner cannot be sure of a can’s recycled content.

With the introduction of evercan™, Novelis has made a world-changing leap forward in circular production. The company is redefining the industry standard and quickly closing the loop to make what is 100% recyclable, 100% recycled.

100% recyclable

100% recycled

Can-sheet alloy:At least 90% certified recycled aluminum

90% and counting


* Based on an estimated 54% total recycled aluminum

Can-end alloy:Could be less than half recycled material

Minimum of 70% certified recycled aluminum for a typical 12oz can

The evercan aluminum can is the ideal beverage container for sustainable brands. Using recycled aluminum requires 95% less energy and produces 95% fewer greenhouse gas (GHG) emissions than manufacturing primary aluminum.

95% less energy


Producing cans with

70% recycled

aluminum saves

32g of GHG

emissions per can*

It’s Surprising What a Can Can Do.


Recyclable forever. Do your part. Keep it going. Fact sheet


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Implementation and ChallengesWe selected well-regarded industry publications, eNewsletters and websites for both print and online advertising. We developed creative along with Novelis and Red Hare and coordinated media placement. These placements included: Beverage Industry, Brand Packaging, Packaging Strategies, Brewers Association, Beverage World, Packaging Digest, Beverage World Daily eNewsletter and Brewbound eNewsletter.

Our regional media also comprised print and online advertising in daily and free weekly publications. Again, we developed creative along with Novelis and Red Hare and coordinated media placement. These placements included: The Atlanta Journal-Constitution and Creative Loafing (Atlanta, GA), The Pulse (Chattanooga, TN) and the Digital Ad Network in both Atlanta and Chattanooga.

Billboards were placed on the interstate leading to Red Hare Brewing in Marietta, GA to support the brewery locally. Another billboard was located directly in front of the Coca-Cola (Novelis supplies the aluminum that goes into their cans) corporate office in Atlanta in such a way that executives would drive past it every day for two months.

For the trade show, we concentrated our efforts on the annual Craft Brewers Conference held in April in Portland, Oregon. As their website states, “For pro-fessional brewers, CBC is the number one environment in North America for concentrated, affordable brewing education and idea sharing to improve brewery quality and performance.” We developed booth graphics and a fact sheet for the show. The post-show mailer was mailed to 100 promising leads from the conference.

Items for Red Hare events included posters at the brewery that would be visible to visitors at weekly tours and tastings on Thursdays, Fridays and Saturdays. Posters were also created for events sponsored by Red Hare.

4new craft brewers chose evercan


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A Better Can Makes a Great Beer Better.


Recyclable forever. Do your part. Keep it going.

How does recycled aluminum benefit the environment?Among other benefits, using recycled aluminum requires 95% less energy and produces 95% fewer greenhouse gas (GHG) emissions than manufacturing primary aluminum.

What makes up a typical beer can?Beer cans are made using two different aluminum alloys. The can body is typically made from primary and recycled aluminum. The end, which needs to be stiffer, is currently made with a lower proportion of recycled material.

Does aluminum affect the taste of the beer?A common misconception, the can body and can ends are lined with a coating that prevents the beer and the aluminum from ever coming into contact.

Do aluminum beer cans offer storage advantages over glass bottles?Aluminum cans eliminate two problems that glass bottles have. Light can’t penetrate aluminum. And there’s no bottle cap that air can enter through.

Does aluminum affect the temperature of beer?The aluminum metal gets colder faster than glass and can keep beer colder longer.

Do aluminum beer cans offer recycling advantages over glass bottles?At 52%, aluminum beer cans have the highest recycling percentage of any beer container type.

Do aluminum beer cans offer cost advantages over glass bottles?Glass bottles make up about 35% of the weight of a bottle of beer. The lighter aluminum means brewers’ shipments contain more beer for more sales, and fewer trucks on the road.

Is aluminum easier to recycle than glass?Aluminum cans – easier to pack without the risk of breaking – present more opportunities for recycling. Many public spaces have bins for recycling.

The Novelis evercan™ beverage can body sheet contains a minimum of 90% recycled content.

What is Novelis evercan beverage can sheet?The first certified high recycled content aluminum can body sheet designed specifically for the beverage can market, evercan is guaranteed to contain at least 90% recycled content.

Does Novelis make aluminum beer cans?No. Novelis provides the aluminum sheet used by can makers. Novelis is the leading supplier of aluminum rolled products and the world’s largest recycler of aluminum. In fact, Novelis recycles over 40 billion used beverage cans annually.

How is an evercan can different from the average aluminum beer can?Today, Novelis estimates that globally aluminum beer cans contain an average of 4050% recycled content. A can made from evercan can sheet, when combined with the can end, contains a minimum of 70% recycled aluminum.

Why certify the amount of recycled aluminum?It’s an important step in delivering truly closedloop recyc ling – an aluminum beer can with up to 100% recycled content.

How does certification make evercan different?By setting a guaranteed minimum recycled content, certified by a reputable thirdparty expert, Novelis seeks to clarify the recycled content issue in beer packaging.

What entity certifies evercan’s high recycled content aluminum?SCS Global Services, a trusted leader in thirdparty environmental, sustainability and foodquality certifi cation, auditing, testing and standards development.

How does the recycled content of Novelis evercan compare to glass bottles?A can made from evercan beverage can sheet, when combined with the can end, contains a minimum of 70% recycled aluminum. Recycled glass comprises approximately 2030% of bottles in the U.S.

FAQs


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Welcome to the future of aluminum beverage packaging.

You hold in your hands an opportunity to be a leader. Novelis evercanTM is the only certified high-recycled- content aluminum can sheet available nationally. Brands that are dedicated to advancing sustainability without sacrificing the quality of their beverage have found evercan to be a perfect package solution.

Recycling requires less energy and produces fewer greenhouse gas (GHG) emissions than

manufacturing a can from primary aluminum.

Novelis is proud that Red Hare Brewing Company has joined us as the first brand to adopt evercan, leading the way toward closed-loop recycling and the ultimate goal – a can made from 100% recycled content.

So, look and taste for yourself.

Once you’ve chilled the Red Hare, we encourage you to enjoy the rich aroma, deep color and thick head that make beer such a satisfying experience for all your senses. Then take a moment to appreciate the packaging that protected it and made this moment possible.

We invite you to learn more about evercan and what it can do for your brand and for the future by visiting novelis.com/evercan. To speak to us directly, contact Eric Anderson at [email protected] or at 404-760-6466.

The future never tasted so good.

95% less energy


© 2014 Novelis Inc.

90% certified recycled

content

evercan body sheet at least

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Post-show gift


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RECYCLING

13 HOURS

CANCAN POWER1 TV FOR POWER

TERMINAL WEST. RECYCLE

YOUR CANS.

POWER TONIGHT’S MUSIC. RECYCLE

YOUR CANS. LIGHT TONIGHT’S SHOW. RECYCLE

YOUR CANS.

evercan™ event launch posters


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Measurement and EvaluationOur campaign proved to be very successful for Novelis, delivering nearly 5 million impressions, an above-average click-through rate and new business. Results are summarized below based on the goals and objectives.

Goals and Objectives Results

Maintain a higher-than- national-average click-through rate of 0.09 for business and industry campaigns. We knew we wanted to exceed that average to instill interest and create new business opportunities

From April-June, 2014 – despite an eNewsletter open rate of 18.98%, slightly below the desired average of 20% (http://www.launchbit.com/blog/what-is-a-good-open-rate-for-your-email-newsletter/) – click throughs totaled 3131 with a click-through rate of .43, more than four times the average for industry campaigns.

Secure at least three new craft brewers as adopters of evercan for their pack-aging needs to prove that Red Hare was not just a one-and-done event

In addition to Red Hare, these four craft brewers have also chosen evercan:

Crooked Can (Winter Garden, FL)

Red Brick (Atlanta, GA)

Second Self (Atlanta, GA)

Southbound (Savannah, GA)

The campaign itself ran smoothly, with very little complication. Any challenges we faced were primarily due to product availability, technical issues and securing a can maker willing to produce small runs of cans for the craft brewery.

A year later, that same canner is still working with Red Hare and is selling cans to the other breweries as well.

5 millionimpressions so far

novelis evercan beverage market campaign -...

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