Germany’s only tinplate manufacturer, thyssenkrupp Rasselstein, has launched a new international advertising campaign to reinforce its brand perception. The campaign, which will appear in trade media and at events such as Metpack 2026 in Essen, is centred around the claim “rasselstein® Material matters.”
The campaign highlights the diverse products made from packaging steel, including aerosol cans, food and paint cans and crown corks.
Using striking colour accents and a clear visual language, the series emphasises four key strengths of rasselstein tinplate: premium quality, innovative strength, employee expertise, and a closed material cycle.
A fifth motif draws attention to the advantages of packaging steel over multilayer cartons, said the company.
Each motif features embossed symbols on cans or crown corks, while the interior is turned outward to reveal the contents, such as corn in a food can. The new tagline replaces the previous “rasselstein – for those who can!” and reinforces the message that quality leaves its mark.
Carmen Tschage, Head of Communications and Market Development at thyssenkrupp Rasselstein, explains: “The market has evolved, so it was time to adapt our campaign. The new campaign shows that behind each of our products there is not only high-quality material but also the expertise of our employees. This interplay is crucial for our customers.”
The campaign targets both existing tinplate customers and fillers who must decide between materials such as glass, plastic, or tinplate for their packaging.
Tschage emphasises the importance of technical consulting alongside material quality: “We are one of the leading partners for all experts who know exactly what counts in packaging. With the expertise of our employees and the efficiency of our innovative packaging steel grades, we provide a reliable solution for every requirement of our customers.”
Sustainability is also a key message. Tinplate maintains a closed material cycle and achieves a recycling rate of over 80 per cent in Europe. It can be recycled repeatedly without loss of quality, making it a top choice for a functioning circular economy.
Tschage concludes: “The campaign not only strengthens awareness among our customers but also internal identification. It shows what we stand for – top material quality, reliable service, and a clear stance on sustainability.”
thyssenkrupp Rasselstein launches new campaign
