The company introduced color-changing packaging with temperature-sensitive labels that transform the
The label activation is part of a summer drive to put
Best Served Cold
"The principle is simple," said Patel, who is based in Brussels. "We use color-changing molecules in the ink used for the packaging decoration. These molecules transform when they reach a certain temperature. At room temperature, they are colourless, but as soon as the temperature drops, the individual pigments start to become visible. The process begins at 12°C and the colours reach their optimum vibrancy at 4°C – corresponding with the perfect serve for a Coke."
A total of 290 million packs of
Behind the launch of the temperature-sensitive packaging lies an impressive operational exercise. Coke's supply teams worked together to deliver the right technical solution at the best possible cost.
Following a pilot in Australia in 2015, the labels made their European debut in the Netherlands in May, where consumer feedback was very positive. They are now being used in Norway, Denmark, Finland, Germany, Iceland and Ireland.
"The biggest challenge was making the thermo-chromatic ink technology economically viable while preparing our 17 packaging suppliers for the technology in our Western Europe markets, and all within the seven-month project timeframe from brief to launch,” Patel explained.
Meanwhile, software company Evrythng developed a scanning app that lets consumers interact directly with the packaging.
“Consumers can instantly scan the chilled packs with their phones to win prizes, without downloading a special app," Patel said. "This played an important role in the success of the activation, but meant we were working on two different but related fronts at the same time, as one can’t work without the other.”
Due to the scale and speed to market, the project required a massive collaborative effort between the different departments in
"The system pulled together really well," Patel said. "It shows the amazing things we can achieve when we work together as a team."
Thermo-chromatic ink isn't new – the technology has been around for 30 years, but up until now it was only available in small volume activations.
"Since the start of the project, we have received inquires from colleagues around the world who are all looking to replicate the technology in their markets," Patel said. "We see a lot of potential for the packaging innovation in the future."
More on Journey
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- Innovating Beyond the Traditional Package — and Giving People the Drinks They Want
- Simply Lightens Up With New Lower-Calorie Juice Drinks and Lemonades
- Share a Coke and Share the Summer: 2018 Campaign Focuses on Special Moments