Crown’s thermochromic Reveal ink technology has been used by Coca-Cola for its Coke, Coke Zero, Fanta and Sprite beverages in Lithuania, Latvia and Estonia.
The result of collaboration between Crown Bevcan Europe & Middle East and Chromatic Technologies, Reveal inks allow graphics to change to show specific imagery and messaging during consumption.
Two thermochromic inks appear at the same time when the can is cold, but as the cold product is consumed, one ink disappears. This technology provides one ambient original image, one cold image and as the consumer drinks the contents of the can, a third image appears, offering a vehicle to hide a message.
Coca-Cola has featured four specific messages – one per brand – to engage with its customers. The cans are decorated to include either a person or cartoon-style animal, from which a speech bubble emanates to hold the thermochromic messaging which appears when the can is chilled.
An interactive quick response code beneath the image links to exclusive video content, driving traffic to the brand’s website.
In a statement, Crown said: “As competition for consumer attention and loyalty intensifies, brands are increasingly turning to packaging to achieve differentiation on retail shelves and enhance engagement.”
Other similar Crown products include a Lipton iced tea can that changes colour as well as Coors Light beers.
© FoodBev Media Ltd 2018
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