Accessibility Statement Skip Navigation
  • Resources
  • Blog
  • Journalists
  • +44 (0)20 7454 5110
  • Client Login
  • Send a Release
Return to PR Newswire homepage
  • News
  • Products
  • Contact
When typing in this field, a list of search results will appear and be automatically updated as you type.

Searching for your content...

No results found. Please change your search terms and try again.
  • News in Focus
      • Browse News Releases

      • All Public Company News
      • All Multimedia News
      • View All News Releases

      • Regulatory News

      • D/A/CH Regulatory News
      • UK Regulatory News
      • View All Regulatory News

  • Business & Money
      • Auto & Transportation

      • Aerospace & Defense
      • Air Freight
      • Airlines & Aviation
      • Automotive
      • Maritime & Shipbuilding
      • Railroads & Intermodal Transportation
      • Supply Chain/Logistics
      • Transportation, Trucking & Railroad
      • Travel
      • Trucking & Road Transportation
      • View All Auto & Transportation

      • Business Technology

      • Blockchain
      • Broadcast Tech
      • Computer & Electronics
      • Computer Hardware
      • Computer Software
      • Data Analytics
      • Electronic Commerce
      • Electronic Components
      • Electronic Design Automation
      • Financial Technology
      • High Tech Security
      • Internet Technology
      • Nanotechnology
      • Networks
      • Peripherals
      • Semiconductors
      • View All Business Technology

      • Entertain­ment & Media

      • Advertising
      • Art
      • Books
      • Entertainment
      • Film & Motion Picture
      • Magazines
      • Music
      • Publishing & Information Services
      • Radio & Podcast
      • Television
      • View All Entertain­ment & Media

      • Financial Services & Investing

      • Accounting News & Issues
      • Acquisitions, Mergers & Takeovers
      • Banking & Financial Services
      • Bankruptcy
      • Bond & Stock Ratings
      • Conference Call Announcements
      • Contracts
      • Cryptocurrency
      • Dividends
      • Earnings
      • Earnings Forecasts & Projections
      • Financing Agreements
      • Insurance
      • Investments Opinions
      • Joint Ventures
      • Mutual Funds
      • Private Placement
      • Real Estate
      • Restructuring & Recapitalisation
      • Sales Reports
      • Shareholder Activism
      • Shareholder Meetings
      • Stock Offering
      • Stock Split
      • Venture Capital
      • View All Financial Services & Investing

      • General Business

      • Awards
      • Commercial Real Estate
      • Corporate Expansion
      • Earnings
      • Environmental, Social and Governance (ESG)
      • Human Resource & Workforce Management
      • Licensing
      • New Products & Services
      • Obituaries
      • Outsourcing Businesses
      • Overseas Real Estate (non-US)
      • Personnel Announcements
      • Real Estate Transactions
      • Residential Real Estate
      • Small Business Services
      • Socially Responsible Investing
      • Surveys, Polls & Research
      • Trade Show News
      • View All General Business

  • Science & Tech
      • Consumer Technology

      • Artificial Intelligence
      • Blockchain
      • Cloud Computing/Internet of Things
      • Computer Electronics
      • Computer Hardware
      • Computer Software
      • Consumer Electronics
      • Cryptocurrency
      • Data Analytics
      • Electronic Commerce
      • Electronic Gaming
      • Financial Technology
      • Mobile Entertainment
      • Multimedia & Internet
      • Peripherals
      • Social Media
      • STEM (Science, Tech, Engineering, Math)
      • Supply Chain/Logistics
      • Wireless Communications
      • View All Consumer Technology

      • Energy & Natural Resources

      • Alternative Energies
      • Chemical
      • Electrical Utilities
      • Gas
      • General Manufacturing
      • Mining
      • Mining & Metals
      • Oil & Energy
      • Oil & Gas Discoveries
      • Utilities
      • Water Utilities
      • View All Energy & Natural Resources

      • Environ­ment

      • Conservation & Recycling
      • Environmental Issues
      • Environmental Policy
      • Environmental Products & Services
      • Green Technology
      • Natural Disasters
      • View All Environ­ment

      • Heavy Industry & Manufacturing

      • Aerospace & Defence
      • Agriculture
      • Chemical
      • Construction & Building
      • General Manufacturing
      • HVAC (Heating, Ventilation & Air-Conditioning)
      • Machinery
      • Machine Tools, Metalworking & Metallurgy
      • Mining
      • Mining & Metals
      • Paper, Forest Products & Containers
      • Precious Metals
      • Textiles
      • Tobacco
      • View All Heavy Industry & Manufacturing

      • Telecomm­unications

      • Carriers & Services
      • Mobile Entertainment
      • Networks
      • Peripherals
      • Telecommunications Equipment
      • Telecommunications Industry
      • VoIP (Voice over Internet Protocol)
      • Wireless Communications
      • View All Telecomm­unications

  • Lifestyle & Health
      • Consumer Products & Retail

      • Animals & Pets
      • Beers, Wines & Spirits
      • Beverages
      • Bridal Services
      • Cannabis
      • Cosmetics & Personal Care
      • Fashion
      • Food & Beverages
      • Furniture & Furnishings
      • Home Improvement
      • Household, Consumer & Cosmetics
      • Household Products
      • Jewellery
      • Non-Alcoholic Beverages
      • Office Products
      • Organic Food
      • Product Recalls
      • Restaurants
      • Retail
      • Supermarkets
      • Toys
      • View All Consumer Products & Retail

      • Entertain­ment & Media

      • Advertising
      • Art
      • Books
      • Entertainment
      • Film & Motion Picture
      • Magazines
      • Music
      • Publishing & Information Services
      • Radio & Podcast
      • Television
      • View All Entertain­ment & Media

      • Health

      • Biometrics
      • Biotechnology
      • Clinical Trials & Medical Discoveries
      • Dentistry
      • FDA Approval
      • Fitness/Wellness
      • Health Care & Hospitals
      • Health Insurance
      • Infection Control
      • International Medical Approval
      • Medical Equipment
      • Medical Pharmaceuticals
      • Mental Health
      • Pharmaceuticals
      • Supplementary Medicine
      • View All Health

      • Sports

      • General Sports
      • Outdoors, Camping & Hiking
      • Sporting Events
      • Sports Equipment & Accessories
      • View All Sports

      • Travel

      • Amusement Parks & Tourist Attractions
      • Gambling & Casinos
      • Hotels & Resorts
      • Leisure & Tourism
      • Outdoors, Camping & Hiking
      • Passenger Aviation
      • Travel Industry
      • View All Travel

  • Policy & Public Interest
      • Policy & Public Interest

      • Animal Welfare
      • Corporate Social Responsibility
      • Economic News, Trends & Analysis
      • Education
      • Environmental
      • European Government
      • Labour & Union
      • Natural Disasters
      • Not For Profit
      • Public Safety
      • View All Policy & Public Interest

  • People & Culture
      • People & Culture

      • Aboriginal, First Nations & Native American
      • African American
      • Asian American
      • Children
      • Diversity, Equity & Inclusion
      • Hispanic
      • Lesbian, Gay & Bisexual
      • Men's Interest
      • People with Disabilities
      • Religion
      • Senior Citizens
      • Veterans
      • Women
      • View All People & Culture

  • Overview
  • Distribution
  • Paid Placement
  • Multimedia
  • Disclosure Services
  • SocialBoost
  • Rooms
    • MediaRoom
    • ESG Rooms
  • AI Tools
  • General Enquiries
  • Media Enquiries
  • Partnerships
  • Hamburger menu
  • Cision PR Newswire UK provides press release distribution, targeting, monitoring, and marketing services
  • Send a Release
    • Phone

    • +44 (0)20 7454 5110 from 8 AM - 5:30 PM GMT

    • ALL CONTACT INFO
    • Contact Us

      +44 (0)20 7454 5110
      from 8 AM - 5:30 PM GMT

  • Client Login
  • Send a Release
  • Resources
  • Blog
  • Journalists
  • News in Focus
    • Browse News Releases
    • Regulatory News
  • Business & Money
    • Auto & Transportation
    • Business Technology
    • Entertain­ment & Media
    • Financial Services & Investing
    • General Business
  • Science & Tech
    • Consumer Technology
    • Energy & Natural Resources
    • Environ­ment
    • Heavy Industry & Manufacturing
    • Telecomm­unications
  • Lifestyle & Health
    • Consumer Products & Retail
    • Entertain­ment & Media
    • Health
    • Sports
    • Travel
  • Policy & Public Interest
    • Policy & Public Interest
  • People & Culture
    • People & Culture
  • Client Login
  • Send a Release
  • Resources
  • Blog
  • Journalists
  • Overview
  • Distribution
  • Paid Placement
  • Multimedia
  • Disclosure Services
  • Cision Communications Cloud®
  • AI Tools
  • Client Login
  • Send a Release
  • Resources
  • Blog
  • Journalists
  • General Enquiries
  • Media Enquiries
  • Partnerships
  • Client Login
  • Send a Release
  • Resources
  • Blog
  • Journalists

Ball's Strawster Opens Up Potential for New Market Penetration


News provided by

Ball Packaging Europe Holding GmbH und Ko. KG

10 Nov, 2015, 06:50 GMT

Share this article

Share toX

Share this article

Share toX

This image opens in the lightbox
Ball's Strawster Opens Up Potential for New Market Penetration. The integrated drinking straw, which 'magically' appears once the can is opened, creates a unique, fun and convenient drinking experience for consumers. (PRNewsFoto/Ball Packaging Europe) (PRNewsFoto/Ball Packaging Europe)

ZURICH, November 10, 2015 /PRNewswire/ --

-- Integrated straw technology provides compelling value proposition in the race to win two strategically important drinks categories: children and women --

Ball Packaging Europe's latest technology, known as Strawster, is poised to be a game changing solution in the often elusive women's and children's beverage markets. The integrated drinking straw, which 'magically' appears once the can is opened, creates a unique, fun and convenient drinking experience for consumers. At this year's BrauBeviale, Ball will introduce its recent collaboration with global producer of technology-based natural ingredients, ingredient systems and integrated solutions for the food and beverage industry - Döhler GmbH. Together they created a 'one-stop opportunity' that marries Strawster with the introduction of a brand new drink for children. In addition, Ball will showcase the successes of Strawster's first customer, Sulimar, which repackaged one of its popular beer beverages using the solution and found much success within the Polish market.

Strawster Proves Ideal Package for Döhler's "Fruit Splash for Kids" 

     (Photo: http://photos.prnewswire.com/prnh/20151103/283329 )

In partnering with Ball, Döhler made a strategic move to position the full drinks experience for children by creating a 360-degree campaign with a focus to the right channel, the right product and the right package, marketed to the right target group. Testing 60 children between ages 5 and 11, Döhler found that children loved beverage cans best, preferring them over other packaging formats. Combined with Strawster, the results were overwhelming: four out of five children chose Strawster over pouches, with Strawster receiving 4.5 points out of 5 on the "5-point-smile-scale" for overall impression. In terms of flavor, children were most excited by a fruity grape, apple and mandarin mix with a little bit of carbonation. As a result "Fruit Splash for Kids" was born.

"Within the highly fragmented beverage market, it is more and more important to address consumers individually with a clear benefit and a multisensory experience. Besides the taste or the 'mouth-feel,' the emotional connection to the brand is a big factor - something that packaging can effortlessly respond to. With a holistic approach, we identified the drivers for the target group of kids, which also included the specific influencing factors of the actual purchaser of the product - their parents," says Christoph Witte, Head of Product Management B2C at Döhler GmbH. "Cans in general are highly attractive for kids and the Strawster, which combines the beloved straw with a harmonic and exciting natural refresher, it is the perfect synergy for kids and a real innovation to the market," Witte further stated.

Sulimar's beer mix with special appeal to women 

Equally impressed by Strawster, the Polish Sulimar brewery was the very first company to see the unique marketing potential offered by the new straw solution. Their popular beer blended with grapefruit juice, Cornelius Grapefruit, was previously available exclusively in bottles. Its trailblazing launch in a 25 cl Strawster slim can this summer was an immediate success. With Cornelius Grapefruit's primarily female consumer target base, Strawster was a strategic opportunity to speak to a market that can be at times, not comfortable drinking out of a can. Based on the market's impressive reception, Sulimar is now working closely with Ball to roll out its next phase of Strawster for 2016.

Sulimar's success with the solution was reinforced by the research agency SPA Future Thinking, who found that 80 percent of women would purchase certain drinks if they were available with Strawster. Half of these women also indicated that they were willing to pay premium pricing for can solutions using Strawster.*

It's not just POS, it's also POU 

"Differentiation at point of use (POU) is sometimes underestimated as a trigger for purchase decisions," says Antti Laakkonen, business manager (product) at Ball Packaging Europe.

"In a strongly competitive market where profitability might be at risk due to the frequency

of competitive price promotions, an intensified battle for shelf space and increased retailer buying power, convincing POU solutions have great potential to win over new consumer groups."

Strawster is exclusive to the 25 cl slim can (filling volume 24,5cl) and offers consumers a 'wow' effect, as well as a spill-proof solution for on-the-go refreshment. It is filled, seamed and recyclable like a regular slim can. To further advance Strawster's appeal, Ball can laser logos, simple images and messages directly onto the exterior of the straw - a notable differentiator in this highly competitive marketplace.

To get a first taste of Strawster and see its 'wow' effect , watch the Strawster video! https://www.youtube.com/watch?v=a7lfrXqR3jk

*"Early Consumer Scan," September 2012, Study Commissioned by Ball

Who We Are is in All We Do. 

For printable photo material please visit our image database…

Caption:

The integrated drinking straw, which 'magically' appears once the can is opened, creates a unique, fun and convenient drinking experience for consumers.

About Ball Corporation 

Ball Corporation supplies innovative, sustainable packaging solutions for beverage, food and household products customers, as well as aerospace and other technologies and services primarily for the U.S. government. Ball Corporation and its subsidiaries employ 14,500 people worldwide and reported 2014 sales of $8.6 billion. For more information, visit http://www.ball.com, or connect with us on Facebook or Twitter.

Contact:
Kendall Griffin
PR Manager
Ball Packaging Europe Holding GmbH & Co.KG
+49-228-50-216-200
Kendall.Griffin@ball.com
Visit us at http://www.ball-europe.com
 
Barbara Hott
Communication Harmonists
+49-6221-5860912
ball@commha.de
http://www.commha.de

Modal title

Contact PR Newswire

  • +44 (0)20 7454 5110
    from 8 AM - 5:30 PM GMT
  • General Enquiries
  • Media Enquiries
  • Partnerships

Products

  • Content Distribution
  • Multimedia Services
  • Disclosure Services
  • Cision Communications Cloud®

About

  • About PR Newswire
  • About Cision
  • Partnering Opportunities
  • Careers
  • APAC
  • APAC - Simplified Chinese
  • APAC - Traditional Chinese
  • Brazil
  • Canada
  • Czech
  • Denmark
  • Finland
  • France
  • Germany
  • India
  • Indonesia
  • Israel
  • Japan
  • Korea
  • Mexico
  • Middle East
  • Middle East - Arabic
  • Netherlands
  • Norway
  • Poland
  • Portugal
  • Russia
  • Slovakia
  • Spain
  • Sweden
  • United States
  • Vietnam

My Services

  • All News Releases
  • Customer Portal
  • Resources
  • Blog
  • Journalists
  • Data Privacy

Do not sell or share my personal information:

  • Submit via Privacy@cision.com 
  • Call Privacy toll-free: 877-297-8921

Contact PR Newswire

Products

About

My Services
  • All News Releases
  • Customer Portal
  • Resources
  • Blog
  • Journalists
+44 (0)20 7454 5110
from 8 AM - 5:30 PM GMT
  • Terms of Use
  • Privacy Policy
  • Information Security Policy
  • Site Map
  • RSS
  • Cookie Settings
Copyright © 2025 PR Newswire Europe Limited. All Rights Reserved. A Cision company.