UK-based canned water firm Cano Water has begun this year’s journey with a market boost after comedian and actor Ricky Gervais came in support of the company’s goal, raising a multi-million pound in investment for a new can tagged “Cano 2.0”.
In the past, we have seen celebrities coming out in support of sustainable campaigns in the aluminium industry. The move captivates as many audiences as possible. Cano Water was not left behind this year as high-budget investors and famous comedian Ricky Gervais helped to collect seed money for the brand’s next investment. Most of us must have known him from the long-running popular British Sitcom, The Office, which was remade in the USA with Steve Carell in the lead.
After the advent of the Paris Pact 2015, Europe is spearheading the drive against carbon emissions and harmful industrial waste. There is a growing demand for alternatives to conventional one-time-use plastic packages in the UK. Currently, Cano Water reports having sold 40 million cans internationally since its origination with no significant drop in demand. Rather the firm saw a stark growth of 52 per cent after Covid-19. A study has revealed that over 75 per cent of the people asked wanted to see plastic bottles removed from the industrial loop.
Optimism in growth has led big brands like Tesco to store Cano aluminium water cans in their retail outlets. Luxury hotel brands and the Virgin Atlantic Flights have all chipped in to incorporate Cano Water in their company model.
Co-founder of Cano Water, Josh White, exclaimed: “This new can and new funding is at the heart of it, a symbol of progress - progress in terms of a change in taking on single-use plastic. Our long-term goal we vowed to stop a billion single-use plastic bottles from entering landfill and oceans over the next 10 years. And it’s our customers’ continued support that is proving to us that we can turn the tide on single-use plastic.”
The new “Cano 2.0” is to honour the superlative growth of the brand. The can has been specially crafted with intricate details as it features designs by acknowledged artist Mick Brownfield, who is revered for his big-name collaborations.
The only thing that remains the same about this Cano water is the source, and the taste since the new aluminium can will pack the usual natural spring water found in the Australian Alps. While drinking the water, the consumer not only receives the taste of nature but also unknowingly commits to the betterment of the ecosystem, as aluminium is 100 per cent recyclable. And since the best quality of aluminium is used to make beverage cans, they can be infinitely recycled, keeping the initial raw material in circulation forever. According to the Aluminium Association, the non-ferrous metal has a 92.6 per cent closed-loop circularity rate.
The other Co-founder, Perry Alexander, concluded: “The brand has come a long way since launching back in early 2015. Our logo is now confidently front and centre with a clear hierarchy, accompanied by new design elements to compliment it without compromising the clean, elegant look and feel. We initially set out to update the design without changing it - a design evolution.”
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