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Crown’s thermochromic Reveal ink technology makes debut with Coca-Cola
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Thursday, 15 February, 2018, 08 : 00 AM [IST]
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Philadelphia
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Reveal’s thermochromic ink technology, the result of a collaboration between Crown Bevcan Europe and Middle-East and Chromatic Technologies Inc (CTI), has made its commercial debut in Estonia, Latvia and Lithuania with The Coca-Cola Company’s roll-out of cans of Coca-Cola, Coca-Cola Zero, Fanta and Sprite that feature the temperature-sensitive inks.
These are aimed at delivering an interactive experience to consumers before, during and after consumption and allow graphics to change to reveal 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 an ambient original image and a cold one, and as the consumer drinks the contents of the can, a third image appears, offering the perfect vehicle to hide a message.
Coca-Cola featured four specific messages - one per brand – to engage with its customers in a fun, unique manner. The cans were 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 (QR) code beneath the image links to exclusive video content, driving traffic to the brand’s website.
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