Crown helps Turkey go thermochromic for summer promo
Beautiful-looking cans from Coca-Cola use thermochromic inks on 10 new graphic designs on cans for Turkish market.
June 27, 2018
by Canadian Packaging staff
PHILADELPHIA—Coca-Cola Turkey has launched its summer promotional range, making unprecedented use of thermochromic inks to add color, function and fun to 10 new aluminum beverage can designs. Six examples, one each of the static can and one activated can be seen in the image above.
Historically, one or two thermochromic inks have been combined to communicate temperature changes on beverage cans telling the consumer when it it is at the perfect chill level for consumption.
But, Coca-Cola Turkey has upped the ante using thermochromic ink technology as a true decorative tool, making it an integral part of how the can looks.
Four separate inks have been used to create bright designs that stand out when the cans are chilled and the drinks ready for consumption.
The designs featured on Coke Red (aka regular Coke) and Coke Zero (aka Coke Zero Sugar) beverage cans all have summer themes, ranging from ice cubes and palm trees to sandals and sailing boats. The images are colorless at ambient temperature and change to colorful patterns when the drink is chilled and ready for consumption.
“Crown worked with dedication to facilitate the complex printing process of the four inks, a novelty in our line of work,” says Crown Bevcan Europe & Middle East marketing & business development director Matt Twiss. “While we have used thermochromic ink technology for many commercial applications, the Coca-Cola campaign highlights its potential as a decorative tool, conveying a message of freshness and fun in an aesthetically pleasing and original way. The inks also encourage consumers to interact with the brand at the point of sale and during consumption.”
Coca-Cola launched the summer campaign with a video featuring Turkish movie stars taking a refreshing dip in the Mediterranean and enjoying a Coke.
The cans are produced at Crown’s Osmaniye plant in central southern Turkey, a state-of-the-art production facility with the capacity to produce approximately two billion cans per year.
A total of 70 million units will be produced in 2018 for this campaign alone, with a large number already in the retail supply chain.
About Crown Holdings, Inc.
Crown Holdings, Inc., through its subsidiaries, is a leading supplier of packaging products to consumer marketing companies around the world. World headquarters are located in Philadelphia, U.S. For more information, visit www.crowncork.com.