US-based metal can manufacturer Crown’s thermochromic ‘Reveal’ ink technology has been used by Coca-Cola for its Coke, Coke Zero, Fanta and Sprite brands in Lithuania, Latvia and Estonia.
The new packaging feature is part of Coca-Cola’s attempt to provide an interactive experience to consumers before, during and after consumption.
The launch of cans featuring the technology marks the first commercial use of ‘Reveal’ temperature-sensitive inks, which were created by Crown Bevcan Europe and the Middle East in partnership with Chromatic Technologies (CTI).
Using Reveal inks, graphics can change to show specific imagery and messaging during consumption. When the can is cold, two thermochromic inks appear at the same time.
However, once the user consumes the cold product, one ink disappears.
The can initially features an ambient ‘original’ image and a ‘cold’ image.
When the consumer drinks the beverage from the can, a third image appears, offering a vehicle to hide a message.
Coca-Cola incorporated a specific message on each of the four brands to engage with its customers.
The design of the can features either a person or cartoon-style animal.
A speech bubble emanating from the animated character holds the thermochromic messaging, which appears when the can is chilled.
The technology also allows Coca-Cola to garner hits on its website as an interactive quick response (QR) code beneath the image links to exclusive video content.