Bergenbier, part of the Molson Coors portfolio, has marked its 30th anniversary with the launch of 30 limited edition beverage can designs produced using CANPACK’s Multiprint technology. The initiative was developed with Ogilvy Romania and Creative Impact, with each can featuring a distinct visual linked to shared consumer experiences.
The designs are positioned as collectible formats, with each variant representing a different memory theme associated with the brand’s presence in Romania over the past three decades. The concept is based on the campaign message “Bergenbier was there,” supported by the creative device “Mai Știi Când…?” (“Do You Remember When…?”), which connects packaging graphics with everyday moments such as music, travel and sport.
The production of multiple designs was enabled by CANPACK’s Multiprint technology, which can deliver up to 24 variable designs within a single production run. This capability allowed the development of 30 different can designs while maintaining print quality and production efficiency.
Bogdan Jianu, Senior Brand Manager at Bergenbier, said: “Our 30th anniversary deserved more than the usual type of celebration.” He added that the project was intended to recognise the brand’s community through packaging design.
CANPACK provided technical support during the project to ensure consistency, clarity and alignment across all variants. The approach combines high-volume manufacturing with variable design output, supporting differentiation at the point of sale while maintaining operational performance.
Lucian Costiuc, Sales Manager at CANPACK Romania, said: “Our collaboration with Bergenbier shows how packaging can transcend function.”
The campaign has been supported through nationwide activations, including influencer engagement and consumer promotions, encouraging collection and interaction with the different designs.