As record summer temperatures and severe drought conditions fan across America, Mountain Dew is aiming at quenching the thirst of consumers with a new can that is one-third larger than their traditional 12-ounce offering. And to help capture consumers’ attention, the can features color-changing artwork aimed at the brand’s target audience nationwide.
The limited-edition 16-ounc4e can of Mountain Dew, when chilled to 46.4° F. (8° C.), features an easily recognizable symbol that transforms itself to the distinctive green color of Mountain Dew.
With this achievement, Chromatic Technologies Inc. (CTI), the specialized inks company whose innovative offerings are seen on consumer products around the world, has lent its expertise to the select packages of Mountain Dew cans.
“Mountain Dew was able to use CTI’s thermochromic ink to create an interactive experience with their limited-edition can promotion,” explained 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,” according 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 brand-enhancing innovations can be found on products from such diverse companies as Anheuser-Busch, Coca-Cola Canada, Coors, Hallmark, Monster Energy, Pizza Hut and Tuaca Liqueur.