Mountain Dew Gets Some Color This Summer

To quench consumers’ thirst during this summer’s record temperatures, Mountain Dew has teamed up with Chromatic Technologies Inc. (CTI) to deliver a new can that is one-third larger than the traditional 12-ounce offering and features CTI’s specialized ink technology that changes color when chilled to 46.4°F.

“We felt the use of thermochromic inks on these special cans would help drive purchases for our beverages,” said Mike Gottschalk, art director for Mountain Dew, a product of Purchase, N.Y.-based PepsiCo. “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.”

The limited edition 16-ounce cans feature an easily recognizable symbol that, when chilled, transforms itself to Mountain Dew’s distinctive green color.

“Mountain Dew was able to use CTI’s thermochromic ink to create an interactive experience with their limited-edition can promotion,” said Melanie Edwards, manager of strategic sales initiatives for Colorado Springs, Colo.-based CTI. “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 are available for several months in the United States and are a result of the design work initiated by Mountain Dew.