The aluminium tube: a branding of quality

Nobody would limit the function of clothes to keeping people warm. Correspondingly it seems inappropriate to limit the function of packaging to protecting products. Marketing experts – recognised as brand owners – expect from packaging not only the support of products but also enhancement of the brand awareness of their products, making them more conspicuous than those of their competitors. Modern packaging has multifunctional requirements like product protection, quality assurance, convenience, marketability and economic working properties. The aluminium tube is multi-talent and all-purpose player in the packaging scene.

The use of the leading lightweight metal is a further quality statement in addition to the promise of quality the brand stands for. Sounds good? In other words aluminium tubes provide further validation of the quality of the product itself, the same way one expects an excellent driving experience of a car with a pioneering aluminium engine. As a basic material, aluminium is the most high-performance packaging for convenience products in the world. That especially applies for aluminium tubes, because there is only one packaging combining unique material characteristics whilst offering natural simple beauty and perfect convenience in handling. Thanks to its excellent properties, almost all high-technology industries use this multi-purpose metal. In packaging, the use of aluminium becomes emblematic for the quality of its content: it is worth protecting, it is worth being used to the last drop, it is worth being dispensed in an appealing way. At the same time it doesn’t matter whether the content is sensitive, aggressive or easily perishable.

Design as a matter of taste
On top of these technical facts the aluminium tube is an all-round performer in terms of design as well. As an “all-time classic” it stands for a unique appearance and feel plus maximum shelf appeal. A lot of designers love to work with aluminium tubes in following the latest trend of retro style.

Responsibility for future generations
The ecological aspects of products and packaging are on the agenda of social and political discussion, making them a significant marketing issue. Aluminium tubes have high recycling rates in Europe and bauxite, the raw material for the production of primary aluminium, is an almost endlessly available resource.