Rexam has produced special edition Grolsch cans to support the firm’s partnership with 3FM Serious Request, an annual charity fundraising event run by Dutch radio station 3FM.
As one of the main partners for the 3FM Serious Request event, which sees three DJs locked in a glass room for six days hosting a radio show, Grolsch will use the unique and eye catching can to encourage its consumers to contribute to charity. This year the event is raising awareness of baby mortality. For every can sold, Grolsch will donate €0.25 to 3FM Serious Request. The cans will be available from early December in retail outlets across the Netherlands.
Rexam’s Milton Keynes plant is producing the 50cl cans, which will be filled with Grolsch premium lager, and will display the strapline ‘Raise Your Can’ and music themed imagery.
Tom Verhagen, general director Royal Grolsch, said: “We know from experience that special edition cans are well received by consumers and so this seemed the perfect way to support the 3FM Serious Request fundraiser. With the event taking place in our home town of Enschede, we hope the cans will really help to make it a success.”
Matthijs Jansen, sales director at Rexam Beverage Can, added: “It has been great working with Grolsch and to play our part in helping raise money for such a fantastic cause. We hope the special edition cans contribute to making 3FM Serious Request 2012 a great success.”