Mountain Dew is now available in a new can, features color-changing artwork, one-third larger than their traditional 12-ounce offering. The limited-edition 16-ounce can, when chilled to 46.4 degrees Fahrenheit, highlights a symbol that transforms to the signature green color of Mountain Dew by using thermochromic ink.Chromatic Technologies Inc. (CTI) has refined the process of temperature-activated inks, creating a cornucopia of opportunities such as hidden messages in package designs, signaling of cold temperatures, indicators of product levels or extensions, and above all, brand messaging. A broad range of brands including Anheuser-Busch, Coca-Cola Canada, Coors, Hallmark, Monster Energy, Pizza Hut and Tuaca Liqueur have used the technique, and now Mountain Dew is courtingan interactive color experience with consumers.
“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,” said Melanie Edwards, manager of strategic sales initiatives.
“We felt the use of thermochromic inks on these special cans would help drive purchases for our beverages,” added Mike Gottschalk, art director for Mountain Dew. “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.”Mountain Dew is the leading flavored, carbonated soft drink in the U.S. Upping the ante on its brand marketing efforts has serious residual for the escalating debate initiated by New York Mayor Mike Bloomberg’s proposed ban on selling carbonated soft drinks above 16 ounces in regulated outlets in Gotham.
The American soft-drink industry created its counter-campaign, "Delivering Choices," suggesting that “America's beverage companies are making it easier to choose the drink that's right for you — with more choices, smaller portions, fewer calories and clear calorie labels."Meanwhile, The Institute of Medicine’s report in May 2012 concluded that sweeping changes, addressing farming policies, zoning laws and a possible tax on sugary sodas, are needed to address the growing obesity crisis in the U.S. which it labels, “obesogenic.”
The report also notes that blaming obesity on a lack of personal willpower “has been used as the basis for resisting government efforts -- legislative and regulatory -- to address the problem," and that individual’s food and drink choices are “severely limited” and “biased toward the unhealthy end of the continuum.”
The Center for Consumer Freedom (CCF), funded in part by the food and restaurant industries,countered “The Institute of Medicine and other food nannies are no longer just calling for Americans to reduce their consumption of certain foods,” said J. Justin Wilson, CCF’s senior research analyst. “They’re flatly arguing against consumers having any choice in their snacks and meals. It is arrogant and absurd to suggest that Americans are too stupid to make their own food choices.”
The Center for Disease Control and prevention (CDC) just concluded that Southern states are the chubbiest, with Mississippi topping the list for the sixth year with 1 in 3 adults technically obese:Researchers have linked America’s huge jump in obesity over the last 20 years to fast food marketing – specifically how human brains tend to allow restaurants, by virtue of portion sizes and prices, to define how much is enough to eat.
Others have pointed to the decline of outdoor play in favor of organized activities as a cause. There are deeper aspirations in the human psyche, too, to store calories when food is inexpensive and widely available – which in the US has become 24/7/365. That instinct may be greater in people who have less. The South, after all, is the nation’s poorest region and Mississippi the country’s poorest state.The CDC projects that, if current patterns continue, the percentage of obese Americans will rise from the current 34% to 42% by 2030, with those “severely” obese rising from 5% to 11%. The good news: if obesity rates stay flat, rather than rising, between now and 2030, the U.S. would save $550 billion in healthcare and associated costs.
What if Mountain Dew created a new can with thermochromic ink suggesting the consumer have just one soda – and match that with something green from nature’s garden. That would be color-changing artwork with brand messaging for life-changing consumption.
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“We felt the use of thermochromic inks on these special cans would help drive purchases for our beverages,” added Mike Gottschalk, art director for Mountain Dew. “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.”Mountain Dew is the leading flavored, carbonated soft drink in the U.S. Upping the ante on its brand marketing efforts has serious residual for the escalating debate initiated by New York Mayor Mike Bloomberg’s proposed ban on selling carbonated soft drinks above 16 ounces in regulated outlets in Gotham.
The American soft-drink industry created its counter-campaign, "Delivering Choices," suggesting that “America's beverage companies are making it easier to choose the drink that's right for you — with more choices, smaller portions, fewer calories and clear calorie labels."Meanwhile, The Institute of Medicine’s report in May 2012 concluded that sweeping changes, addressing farming policies, zoning laws and a possible tax on sugary sodas, are needed to address the growing obesity crisis in the U.S. which it labels, “obesogenic.”
The report also notes that blaming obesity on a lack of personal willpower “has been used as the basis for resisting government efforts -- legislative and regulatory -- to address the problem," and that individual’s food and drink choices are “severely limited” and “biased toward the unhealthy end of the continuum.”
The Center for Consumer Freedom (CCF), funded in part by the food and restaurant industries,countered “The Institute of Medicine and other food nannies are no longer just calling for Americans to reduce their consumption of certain foods,” said J. Justin Wilson, CCF’s senior research analyst. “They’re flatly arguing against consumers having any choice in their snacks and meals. It is arrogant and absurd to suggest that Americans are too stupid to make their own food choices.”
The Center for Disease Control and prevention (CDC) just concluded that Southern states are the chubbiest, with Mississippi topping the list for the sixth year with 1 in 3 adults technically obese:Researchers have linked America’s huge jump in obesity over the last 20 years to fast food marketing – specifically how human brains tend to allow restaurants, by virtue of portion sizes and prices, to define how much is enough to eat.
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