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Many people look to the sky in despair, but Ann Bonner looks up for ideas. It was while sitting in a garden under a starry sky that Rexam Beverage Cans’ new product development manager thought of the idea that became sparkle varnish, a shimmering effect finish used for the first time this summer by Estonian brewery Tartu on the cans of its Fizz Diamond cider-based cocktail.

Inspiration can strike anywhere. While away on business and grabbing a quick coffee in an airport, Bonner came up with the fluted can. Sipping her coffee from the paper cup, she ran her finger over the corrugated insulator and started thinking: if a corrugated wrap can keep coffee warm, could a fluted can keep a drink cold? It seems it does, and Swedish brewer Spendrups has already put the can on the market.

Bonner started with Rexam 22 years ago in sales administration and quickly progressed to account manager. However, it was the two weeks that she spent in a factory in 1989 that really helped her understand cans. “I learned so much from that,” she says. “It let me see how a can is made and gave me the knowledge to interact with the customers. There’s nothing more rewarding than knowing your product.”

At each stage of her career Bonner has been sent back to the plant for refresher courses, which helped her when she moved into new product development five years ago. The new role merged her experience of the customer and understanding of the manufacturing process.

International development
When starting a new project she approaches each can with the same questions: “What can I give them now? What can I give them in six months? And what can I give them in a year?” Can ends are her latest project as she develops the available technology for printed ends with orientated apertures; by the 2010 World Cup in South Africa, it may be possible to put a ball-shaped aperture on a goal-printed can end.

However, what works in one country may not be suitable for another, explains Bonner, who regularly travels the globe to meet clients and research ideas. Russian beer Baltika, for example, has launched a one-litre can in its domestic market. “The Russians like big packs so the one-litre can is very interesting,” says Bonner. “Where it will end up next I do not know,” she adds with a laugh.

Russia is only one of many emerging markets hungry for innovation. Consequently, Bonner and her team have to ensure that Rexam’s portfolio is packed full of new ideas. In 2006, the company decided to showcase its product portfolio at Brau Beviale, the European trade fair for the beverage industry held in Nuremberg, Germany. The invite-only event gave customers the chance to view Rexam’s entire can range and discuss how they could be used by their brands.

“Customers like to touch, feel and see a product,” says Bonner, who has adopted this philosophy when visiting clients. For each visit she will customise cans with a client’s brands so they can see how their product could look.

After Brau, Rexam installed the showcase permanently at its Luton office, where Bonner is based. Everything from the aforementioned sparkle varnish to thermochromic inks can be picked up and played with in its Innovation Centre. It has also created a smaller, mobile exhibition to take to sales meetings across Europe.

The possibilities for cans are endless and brands are adopting the packaging for a number of new products, including snack foods and mineral salt. Even the elitist world of wine producers has started to recognise the benefits of cans. As Bonner explains, in keeping with this fast-paced world, the can allows consumers to take their drink with them on the go, offering single servings and even chilling a drink quicker.

Differentiation and innovation are key in Bonner’s eyes. Consumers are more likely to go for something on the shelf if it is new and appealing, she argues. She is looking to ensure full brand visibility on the shelf. “I think the future holds a totally customised pack,” she says, “the total ensemble totally customised.”

Where Bonner’s next idea will come from is anybody’s guess. Whether it is simply from watching her many nieces and nephews playing with their toys or from noticing the engraving on a Scrabble letter, it’s safe to say we can expect a lot more from cans, and Bonner, in the future.

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BONNER ON:
The innovation process…
“What can I give them now? What can I give them in six months? What can I give them in a year?”

Inspiration…
“Ideas come from anything that captures my imagination.”

Training…
“I did my management training by actually doing it.”

Different markets…
“You can’t say that I am going to introduce sleek cans in England and expect that it’s going to work throughout Europe.”