Interview with Crown Cork & Seal : Market Leaders in their Speciality The English and French speciality packaging markets have a long-standing tradition as leaders in high quality fancy boxes going back as far as the 19th century. Today, these two countries account for more than half of the Speciality Packaging market in Europe. The combined technologies of Metal Box (UK) and Carnaud (France), their merger and subsequent take-over by Crown Cork & Seal, made a significant contribution to the development of can making in the Speciality Market. They concentrated on unique shapes, embossing techniques, opening devices and reached new heights in high quality printing. State of the art, tailor-made steel containers Cédric Cantin, responsible for development of the Speciality Packaging Market in Europe, is based in the CCS Paris headquarters and has a very positive opinion on the future development of this market. «We have made major investments in automatic production lines to offer state-of-the-art, tailor made, steel containers and differentiate our customers brands using unique shapes and a new dimension in can decoration», he said. Crown has three major categories of customers. Those who choose steel packaging as a secondary package to create a refreshed image and at the same time maintain the brand identity of the original primary package. Secondly, those who choose steel for the promotion of an entirely new product where the high profile of steel enhances the customer perception of the product, and finally for the timely or seasonal advertising of an attractive gift for St.Valentine's Day or Christmas, for example. «France is traditionally the most innovative market when it comes to perfumes and cosmetics», Cédric Cantin continued. «It is the birthplace of world class names associated with luxury, status and glamour. Fashion houses such as Jean Paul Gaultier, Façonnable and L’Oréal, are famed for their creativity and prestige and have to maintain their image and reputation». Cédric Cantin stressed the importance of a close working relationship amongst all stakeholders: the designer- who is often the main source of creativity; the client- who wants to maintain a consistent corporate image and the can-maker for technology to convert steel into a «work of art». «I believe», he concluded, «this is the fundamental recipe for success». Contact: Cédric CANTIN European Marketing Assistant Crown Cork & Seal Speciality Packaging Le Colisée 1, rue Fructidor F-75830 Paris Cedex 17 France Tel: +33 1 49 18 44 71 Fax: +33 1 49 18 45 21