, from Russia, has chosen to partner with Rexam to relaunch its Black Jack brand with Russia’s first glow-in-the-dark beverage can. The new cans have updated graphics that include fluorescent ink and will be used across the Black Jack range of cocktail-inspired alcopops, including Mojito, Tequila Boom, Sex-on-the-Beach and Rum and Coke.Rexam Russia is producing the 50cl cans for the first time out of its Naro-Fominsk plant. The glow-in-the-dark ink absorbs light and when in the dark, glows with a green hue. The new can design accompanies a change in the brand’s flavour profile, to offer consumers a more natural tasting product.
Natalia Kachalova, Technologist at Favorit Stolica says, “We have developed a great relationship with Rexam and have worked closely with the manufacturer to relaunch the Black Jack range. Just as the taste of Black Jack replicates cocktails offered to drinkers in bars and clubs, the can looks to recreate the same environment that our target audience of 25-30 year olds experiences when out.”
The new cans, which are a permanent design, are now widely available across Moscow, Veronezh, Yaroslavl, Tver and the Kaluga areas.
