There’s nothing quite like an Aussie summer. Days of glorious sunshine, beach adventures, backyard cricket, and thong-clad feet for months on end. So with summer almost upon us, Coca-Cola is turning up the heat.
Announcing the next phase of the #CokeComeAlive campaign, Coca-Colahas unveiled its latest innovation – colour-changing packaging that allows the Coca-Cola cans and bottles to truly come alive.
“Out of the fridge, when the drinks are at room temperature, the packaging will look as normal, but once they’re chilled, that’s when they come alive,” says Coca-Cola’s brand activation manager, Danielle Johnson.
The Coke packaging uses thermo-ink technology to change colour at different temperatures, set to transform the Coca-Cola logo from the classic white to a summer-themed dual colour design at a chilled eight to 10 degrees Celsius.
“Out of the fridge, when the drinks are at room temperature, the packaging will look as normal,” explained Danielle Johnson, brand activation manager at The Coca-Cola Company. “But once they’re chilled, that’s when they come alive.
“There’s nothing like a cool, refreshing drink on a hot summer’s day, so we set the point of colour change to reflect this optimal state of consumption.”
“There’s nothing like a cool refreshing drink on a hot summer’s day, so we set the point of colour change to reflect this optimal state of consumption,” says Danielle.
With the temperature-controlled elements developed, next came the tricky task of choosing the perfect colours that best represent that unmistakable summer feel.
“We devoted a long time to perfecting the design elements of the packaging,” Danielle said.
“We had to make sure that we chose the right colours, the right colour combinations, and the right corresponding temperature settings to best represent this.”
And the fun doesn’t stop after the last sip. Using image recognition technology, consumers will be able to use the Coca-Cola packages – whether it be Coke, Diet Coke, Coke Zero, or Coke Life – to win unique summer experiences, unlock specialised content, and more.
The Coca-Cola Come Alive packaging is available on shelves now until the end of January 2016.
Using image-recognition technology, consumers will be able to use Coke bottles and cans to win unique summer experiences.
For more information about Coke Come Alive, head here.