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In the late nineties, competition from plastic bottle eroded sales
of aluminum cans. Alcoa, the world’s third largest aluminum manufacturer,
partnered with Point Forward to slow the decline in can sales
and got more than they bargained for.

We followed aluminum cans into the home. Multipacks tended to stay in the garage and refilling
the fridge was ad hoc, almost always forgotten.

We brought Alcoa together with GPI, the worlds’s largest producer of paperboard packaging. In a room filled with
refrigerators, dozens of cans, stacks of paperboard and rolls of duct tape, we prototyped an innovative concept that
would change beverage packaging forever: the Fridge Pack


Point Forward saw opportunity to simplify the tetris of fridge
organization, and gave Alcoa a new rallying cry: “Get cans in the fridge!”