CAN MANUFACTURERS INSTITUTE

"Open Up To Cans"

Responsive Website

Can Manufacturers Institute (CMI) is the national trade association of the metal and composite can manufacturing industry and its suppliers in the United States.

Challenge:
CMI is committed to fostering the prosperity of the industry and bringing value to its members. CMI engaged the help of Fixation Marketing to develop and promote the “Open Up To Cans” campaign, a business-to-business industry awareness campaign that informs beverage brand owners on the significant benefits of packaging in aluminum beverage cans.

Approach:
Using consumer and industry research, communicate the attributes that set cans apart as a superior beverage package based on sustainability (infinitely recyclable!), taste and product integrity, innovation and branding, and performance. These messages became the foundation for an award-winning website (smartcansolutions.com) and a series of member tools and brand owner resources, including case studies, infographics, videos, webinars and white papers.

Results:
The website has supported and helped facilitate several overall goals:

• Promote the can industry by publicizing overall can benefits and industry achievements.
• Distinguish cans from other packaging types.
• Improve the image of the can with decision makers in the beverage industry.
• Influence beverage companies to include cans or increase can usage.
• Become a valuable third-party resource in strategically communicating the assets and equities that make the aluminum can a superior beverage package.