Colourful Mountain Dew magic
To quench consumers’ thirst during the summer, PepsiCo’s Mountain Dew soda drink teamed up with Chromatic Technologies Inc. (CTI) to deliver a new can that is one-third larger than the traditional 12-ounce, which features CTI’s specialized ink technology that changes colour when chilled to 8°C (46.4°F) or below.
“We felt the use of thermochromic inks on these special cans would help drive purchases for our beverages,” said 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.”
The limited edition 16-ounce cans feature an easily recognizable symbol that, when chilled, transforms itself to Mountain Dew’s distinctive green colour.
“Mountain Dew was able to use CTI’s thermochromic ink to create an interactive experience with their limited-edition can promotion,” said Melanie Edwards, manager of strategic sales initiatives for CTI. “By incorporating CTI’s cold-activated, colour-changing ink technology, it truly elevates the consumer interaction potential of the beverage package.”
