Crown collaborates with Coca-Cola on ‘Reveal’ ink beverage cans
In order to deliver an interactive experience to consumers, Coca-Cola has partnered with Crown Bevcan Europe & Middle East and Chromatic Technologies Inc. (CTI) to roll out cans featuring Reveal temperature sensitive inks.
The Reveal inks allow graphics to change to ‘reveal’ specific imagery and messaging during consumption of Coke, Coke Zero, Fanta and Sprite cans across Lithuania, Latvia and Estonia.
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 one ambient ‘original’ image, one ‘cold’ image and as the consumer drinks the contents of the can, a third image appears, providing the option to hide a message.
Coca-Cola featured four specific messages – one per brand – to engage with its customers. Cans are 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.
The application represents the first commercial use of Reveal inks.