atulc
Early in my time at American Canning, the CEO approached me with a pitch that sounded almost impossible: “We’re going to build the smallest can plant in the world using advanced technology from Japan—and make aluminum cans better than anything else produced in America.” What followed was a deep dive into plates, cuppers, stamped and molded pre-coated aluminum, and the engineering behind a remarkably durable beverage can. Scroll down to see how it all came together.
Aluminum Toyo Ultimate Can
As the first company in North America to introduce this technology, it was our job to educate the market. Our initial campaign focus was to target customers in specific beverage categories already experiencing can failure (corrosion from within the can) — or those considering cans for the first time. Think wines, RTDs, and high–salt content beverages. My team created a high level “What is aTULC” explainer video and a series of print brochures for each category that we knew had problems.
