One of the most important elements for brands to take into consideration is the emotional power their products evoke - technology has allowed product interaction to be a two-way conversation. In the final installment of our series, we take a look how brands can harness positive customer interaction by means of emotional engagement.

Coors Light Canada’s celebration of backyard, amateur sports continues this year with the launch of the second annual Coors Light Games in Canada. This year’s competition is expected to be bigger and better than before, launching with a series of seven Coors Light Games Variable Print cans from CROWN Beverage Packaging North America, each of which represents a different backyard sport featured at the 2016 national event.

CROWN Bevcan Europe & Middle East announces a partnership agreement with the England Amputee Football Association’s (EAFA) Junior Teams. The Company supported the EAFA’s Junior Great Britain team in the sport’s first ever European Junior Training Camp, which took place in March 2016.

The third installment of our series looks at further ways the next generation of packaging experts are creating new ideas and searching for different ways to engage consumers.