Mountain Dew is launching a 16-ounce can using technology from a Colorado Springs-based company to jazz up its cans.
Chromatic Technology Inc. created a color-changing ink that is temperature-activated. The Mountain Dew can features color-changing artwork — the limited-edition 16-ounce can of Mountain Dew, when chilled to 46.4 degrees F. (8 degrees C.), features an easily recognizable symbol that transforms itself to the green color of Mountain Dew.
“Mountain Dew was able to use CTI’s thermochromic ink to create an interactive experience with their limited-edition can promotion,” said 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,” 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.”
CTI’s brand-enhancing innovations can be found on diverse products such as Anheuser-Busch, Coca-Cola Canada, Coors, Hallmark, Monster Energy, Pizza Hut and Tuaca Liqueur.
CTI sells its special-effects ink for products in 50 countries. Last year, CTI signed deals with Anheuser-Busch and Hansen Natural to use the color changing technology on Busch Light and Monster energy drink cans. In 2011, the company’s founder and CEO Lyle Small projected revenue to be between $11 million and $14 million.
CTI’s thermochromic process uses cold-activated ink technology to convey messaging when a product changes temperature. CTI’s inks are applied as security and anti-counterfeiting, food and beverage packaging and many other types of consumer packaging.
CTI recently was named a 2012 Colorado Company to Watch.