FDBusiness.com

Can maker Rexam has collaborated with Czech energy drinks brand Big Shock to create a range of limited-edition can designs to celebrate the brand’s sponsorship of the Trabant Expedition, the country’s most popular car rally.

Created for Big Shock’s original and gold flavours, the designs reflect the dynamic and adventurous nature of the car expedition, Rexam said. The weathered look and feel of the design incorporates passport stamps and map coordinates, encouraging consumers to engage with and follow the 15,000km journey.

The 500ml cans, manufactured at Rexam’s plant in Austria, will be available until April through various Czech and Slovakian retail channels.

Petra Dlhouhá, marketing director for brand distributor Al Namura, said: “The sponsorship of the Trabant Expedition is really important to us as it associates our energy drink, Big Shock, with this exhilarating car rally. We needed a stand out design to engage with both Big Shock and sports fans helping us drive awareness. The clever designs bring to life the Trabant Expedition for our consumers and we’re thrilled with the outcome!”

Rexam marketing manager Arjen van Zurk added: “We’ve worked with Big Shock for over 15 years and have a great relationship. For these designs, we have used traditional ‘wet on wet’ printing technology to successfully reflect the exciting and intrepid nature of both the brand and the expedition.”