The Brief

Create a campaign to help Novelis disrupt the canning industry by targeting craft brewers in Atlanta.

Novelis is the leading producer of rolled aluminum & the world's largest aluminum recycler. Most beverage cans are only made of 50% or less recycled aluminum. Novelis developed the first & only beverage can that is made of 90% recycled aluminum, the evercan™. Disrupting the canning industry is a huge task and we knew we couldn't start with Coke. So we started with micro-brewers. Novelis got Atlanta's own Red Hare to be the first brewer to use the evercan. From there we did a joint marketing campaign complete with print ad placement and billboards. 

After the initial push, Novelis signed 6 more brewers in the southeast. 

So next time you're picking up some beers, check the cans! Red Hare, Red Brick and Southbound brewing are all using evercans!