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Carlsberg wins Best in Metal Award

Carlsberg's Euro 2004 embossed can has been awarded first prize in the Alcoholic Beverages category at this years Best in Metal Awards.   Hundreds of companies throughout Europe were in the running for the award, which is presented annually by the Metal Packaging Manufacturers Association (MPMA). The euro can is also nominated for MPMA's top award, the 'Supreme Gold', which will be presented in September. The cans were made by Rexam in Sweden and incorporate football graphics with a premium embossed effect. The idea is to increase the products' shelf appeal and add an extra dimension to the consumer perception of the premium Carlsberg brand. "Our aim is to provide consumers with a tactile and enlightening experience," explains Brand Identity Manager Per Holmen. "This starts from the moment the consumer sees the Carlsberg logo and recognises the brand, and continues right through to the moment they feel the packaging in their hands and ultimately taste and enjoy the drink." Consumers seemed to agree - 32.5 million embossed Carlsberg cans were sold during Euro 2004.