LataCadabra: Aluminum can gets its first-ever campaign in Brazil
Campaign Highlights Can Attributes and Versatility to Engage Consumers Seeking Practical and Sustainable Solutions
February 2025 – Present in Brazilians’ daily lives for 35 years, the aluminum beverage can will take center stage in the first-ever campaign dedicated to this packaging in Brazil. On February 21, the Brazilian Association of Aluminum Can Manufacturers (Abralatas) will launch “LataCadabra”, a campaign designed to captivate consumers by showcasing the qualities that make aluminum cans the perfect choice for any occasion: convenience, true taste, practicality, and sustainability.
“A can is much more than just packaging. With this unprecedented campaign, we want to connect consumers to this magical experience and show that choosing a can is choosing a more sustainable future,” says Cátilo Cândido, president of Abralatas.
With a lighthearted and engaging tone, the campaign portrays everyday moments—such as a day at the beach or a night out with friends at a bar—to highlight the can’s attributes. In addition to being the most sustainable packaging option and preserving beverage flavor, its durable and tamper-proof design offers greater safety and peace of mind for consumers. Another key advantage showcased is how quickly cans chill, ensuring an even more refreshing experience.
An iconic element of the consumer experience with cans also plays a role in the campaign. Who hasn’t felt their mouth water upon hearing the unmistakable “clack, tizzz” of a freshly opened cold can? This sound, ingrained in collective memory, will also be featured prominently.
In Brazil, aluminum cans achieve impressive figures. The country is the third-largest market worldwide and a leader in recycling. “In 2023, Brazil consumed 32.3 billion cans, and for the past 15 years, we have maintained a recycling rate above 95%. These numbers reflect the strength of our industry and our commitment to a circular economy,” emphasizes Cátilo.
The campaign will feature participation from top national and regional influencers and will be launched across multiple platforms and social media channels. It is an initiative led by the aluminum can industry, represented by companies Ardagh, Ball, CanPack, Crown Embalagens, and Novelis.
