Czech energy drink Big Shock! has deployed Ardagh Metal Packaging’s new H!GHEND technology as part of a special-edition can to mark the launch of combat game Call of Duty: Modern Warfare II.

Big Shock! aims to attract young (18-35) gaming fans who are pumped for the new Call of Duty release and want to stay sharp while playing, the company says. In an exclusive beverage tie-in within the Czech Republic and Slovakia, Big Shock! released a limited-edition 500-ml can, featuring the game’s military-style green and black styling all over the pack, including the end. 

And it’s not just the intense aesthetic that will appeal to gamers. Consumers are invited to unlock enhanced game features by following a “covert” link printed crisply into the edge of the shell, a feature made possible for the first time by the power of AMP’s new H!GHEND technology. The green end features a black promotional tab which, on opening, reveals a unique code for 2XP and potential prizes such as a PlayStation 5. 

Call of Duty: Modern Warfare II, the latest chapter in the world-famous first-person shooter series, launched globally in October 2022. According to pre-launch buzz, the new episode boasts several major leaps forward in the gameplay. Because AMP’s H!GHEND series represents a big step up for branding at the can end, it is a fitting choice for Big Shock!’s Modern Warfare II promotional pack, the company says. 

“We were determined to find the newest available technology out there for this promotion,” said Jan Kopriva, Big Shock! marketing manager, in a statement. “That’s our strategy: to always be innovative. H!GHEND gives us exactly what we need, with new ways to draw in consumers and offer them something they haven’t seen before.”

Dirk Schwung, sales director at Ardagh Metal Packaging of Europe, added: “One of the most versatile and exciting features of H!GHEND is its potential for use in promotional series and special packs. It’s great to see Big Shock! embrace our newest innovations yet again for this exclusive Call of Duty can.”

Filled by Starzinger in Austria, the Big Shock! Call of Duty can is available now on the Czech and Slovak markets.