Mountain Dew has announced plans to release limited edition, sixteen-ounce cans, and to help capture consumers’ attention, they will feature color-changing artwork. The cans, when chilled to 46.4° F. (8° C.), feature an easily recognizable symbol that transforms itself to the distinctive green color of Mountain Dew. The inks used on this symbol are supplied by Chromatic Technologies Inc. (CTI).
“Mountain Dew was able to use CTI’s thermochromic ink to create an interactive experience with their limited-edition can promotion,” says Melanie Edwards, CTI’s manager of strategic sales initiatives. “By incorporating CTI’s cold-activated, color-changing ink technology into this special offering, it truly elevates the consumer interaction potential of the beverage package.”
The cans of Mountain Dew, a product of PepsiCo Americas Beverages, are available for several months in the United States, and are the result of design work initiated by Mountain Dew.
“We felt the use of thermochromic inks on these special cans would help drive purchases for our beverages,” says to Mike Gottschalk, art director for Mountain Dew. “Innovation in packaging design enhances the credibility of the brand: graphics are one thing, but interesting inks and structural innovation provide a whole new meaning to our successful brand marketing efforts.”
Mountain Dew is the leading flavored, carbonated soft drink in the United States. PepsiCo is a global food and beverage leader with net revenues of more than US $65 billion and a portfolio of 22 brands, including businesses such as Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola.
CTI’s thermochromic inks are temperature-activated and can be used in a variety of ways to enhance package designs such as hiding a message, signaling cold temperatures, indicators of product levels or an extension of the product’s brand messaging. CTI’s products can be found on products from Anheuser-Busch, Coca-Cola Canada, Coors, Hallmark, Monster Energy, Pizza Hut and Tuaca Liqueur.