The 'Surprise and Delight' of Thermochromic Inks
We’ve seen it on Coors Light cans as the Rocky Mountains turn a cool shade of blue. We’ve seen it on a vodka label that wowed the judges in the packagePRINTING Excellence Awards. And most recently, we’ve seen it as a promotional tool for a soft drink that has been resurrected as a promotion for the return of “Ghostbusters” to the silver screen.
Thermochromic ink, which contains properties that cause it to change colors when exposed to certain temperatures, is an excellent tool for packaging to communicate to consumers when their beverage has reached its ideal temperature. But, it can also help a package differentiate itself from the competition with its ability to engage with the consumer and create a little fun.
In our recent breakdown of the newly rereleased Hi-C Ecto Cooler cans, we discussed how the use of the green-to-yellow thermochromic ink, which was produced by Chromatic Technologies Inc. (CTI), has “Ghostbusters” fans and 1990s nostalgia seekers clamoring for the canned citrus beverage. packagePRINTING caught up with Don Shook, spokesman on behalf of CTI, to learn more about the “Ghostbusters” promotion and the benefits of thermochromic ink.
“Recently, we have seen a push toward using this technology beyond traditional functional message to creating a fun, playful interaction between the consumer and the brand,” Shook wrote in an email. “This ‘surprise and delight’ with the thermochromic technology can be used to enhance the shelf-appeal of a product, or focus on highlighting critical brand messaging, draw attention to promotions or can be a tool to drive consumers toward a variety of social media programs and platforms.”
For more on this promotion click here, or check out the video below.