São Geraldo partners with CANPACK to launch its flagship beverage in 350ml aluminium cans

In a recent move, Cajuina São Geraldo, a beverage company from Ceará in northeastern Brazil, collaborated with CANPACK to launch its flagship cashew soda, São Geraldo, in 350ml infinitely recyclable aluminium cans for the first time. Previously, the drink was only available in glass or PET bottles; this limited edition series of nine São Geraldo cans is in celebration of this year's June Festivals and the vibrant night of São João.

Cajuína São Geraldo, a soda made with 5 per cent juice from native cashew fruits, is very popular in Brazil's northeastern states. Unlike the familiar cashew 'nuts', the unique flavour comes from the cashew fruit itself. São Geraldo, based in Ceará, highlights the drink's local character.

Tiago Caldas Dias, Marketing Manager at São Geraldo: "The drink is deeply connected to the culture and people of the region. And now we want to introduce Brazilian consumers from other regions to this taste of our history."

About the design

The vibrant new Cajuína São Geraldo cans showcase ripe cashew fruits in enticing shades of red and golden-yellow, accompanied by a banner declaring: "O Sabor do Nordeste" (The Taste of the Northeast). This tagline proudly celebrates the product's regional origins and distinctive refreshing taste.

"Limited editions tied to festivals and events help strengthening bonds with consumers. These cans promote local identities with their own unique flavour and character. It shows how, in the right hands, beverage cans are integral to various aspects of modern life, from ensuring product safety and sustainability to providing a canvas for marketing and cultural expression," commented Victor Da Silva Leal, Account Executive at CANPACK.

Products with solid local ties are increasingly influencing consumer preferences. Market analyst Kantar has noted a global post-pandemic surge in localism, with nearly two-thirds of consumers now preferring to buy goods and services from their country.

"It has allowed us to serve more distant markets, something we are unable to do with disposable packaging such as PET, due to issues of CO2 loss in production. Cans are also more convenient for retailing at sales points such as shopping malls, airports, as well as during sporting and cultural events. Aluminium is infinitely recyclable, so cans are a more sustainable packaging option and align with our environmental strategy," added Tiago.

Promoting the region's rich cultural diversity

Each can feature specially commissioned graphics that showcase artists, characters, architecture, and symbols from the nine northeastern states of Brazil, celebrating the region's rich cultural diversity.

The cans proudly display the names of each northeastern state, with cheerful designs that capture the festive spirit of Brazil's June celebrations. The slogan "No São João, a gente veste Nordeste" ("On St. John's Eve, everybody wears the Northeast") emphasises the Northeast's unique character and traditions.

The cans and the campaign capitalise on the growing trend of localism, where consumers increasingly value their regional traditions and products, fostering a deeper connection. Limited editions of collectable packaging captivate consumers' imaginations, encouraging them to purchase more as they feel more involved and invested in the brand.

“Beverage consumers are also looking for new or surprising flavours, especially ones linked to traditional recipes and intriguing cultural roots. We are delighted to partner with São Geraldo, to help bring this leading beverage produce to a new audience. There is no better avenue to communicate a brand’s message than the stunning shelf appeal of the aluminium beverage can. We specialise in making cans that tell stories and CREATE THAT FEELING. We were the perfect choice to help promote this signature regional beverage across the rest of Brazil, and hopefully even further afield,” stated Fábio Aquino Araújo, Sales Manager at CANPACK.