What? Thermochromic inks printed on Coca Cola packaging.
Where? On the market – Netherlands.
More details: Thermochromic inks on all Coca Cola packaging (small and large PET bottles, glass bottles for restaurants etc. and cans) are activated once the product is cooled to a temperature between 3 and 12 degrees Celcius. It is a temporary gimmick for the summer 2016 period, meant to keep customers ‘refreshed’ all summer long. There is also an additional element to the packaging: consumers are stimulated to take a picture of their properly cooled Coca Cola can/bottle and upload it to the Coca Cola website, to get a chance to win a weekend away in the Coca Cola beach house.