Coca-Cola Creates Cans That Change Color According To Drinkers’ Body Temperature
Coca-Cola Turkey released special cans that change color in response to the user's touch, functioning as an aesthetically-appealing product experience that aims to convince even the most health-conscious consumers to drink soda again
Coca-Cola launched a line of color-changing cans in Turkey this summer season. Thermochromatic inks enable the soda cans’ design to change hue in accordance with consumers’ body temperature when they make contact with the container. In partnership with leading packing supplier Crown Holdings, these new designs are available exclusively for Coca-Cola’s Coke Red and Coke Zero products.
The limited-edition soda cans are best described as the beverage equivalent of a mood ring. The soda brand still offers the same product inside its color-changing cans. Previously, Coca-Cola used these thermochromatic ink for function rather than fashion. However, this creative campaign might enable Coca-Cola to increase its bottom line as overall soda sales decline. By engaging consumers through an aesthetic appeal, a more health-conscious clientele could be more inclined to indulge their cola cravings.
Experiential marketing tends to refer to the experience created around a product rather than an experience with the product itself. Accordingly, Coke’s incorporation of the latter could create more general buzz and interest in Coke Red’s and Coke Zero’s products as an increasing number of healthy-living customers stop consuming soda, marshaling experiential product packaging to raise appeal.