For a recent successful promotion, Paris, France-based lingerie leader Etam took the unusual step of packaging lingerie and denim clothing in limited-edition, custom metal “tins” from Crown Specialty Packaging, an affiliate of Crown Holdings Inc. The result? The entire stock sold out in 15 days.

Consumers at Etam retailers in France, Spain, and Italy purchased clothing packaged in distinctive 7 1/2 x 5 x 2 3/4 rectangular tins featuring graphics of prominent models and denim clothing. These primary packages were placed in 6 x 9” cylindrical tins with removable bottom ends.

Tin packaging reinforces Etam’s premium brand image, one which is “full of surprises,” says Marjoriie Courtet, Etam Director of Promotional Marketing and Special Events.