Never Again Wonder If Your Coke Is Cold With the New 'Chill Activated Can' | Adweek Never Again Wonder If Your Coke Is Cold With the New 'Chill Activated Can' | Adweek
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Never Again Wonder If Your Coke Is Cold With the New 'Chill Activated Can' Coors Light would be proud

Coca-Cola has released a new design, the Chill Activated Can, at the 2013 NACS Show. Each of these special cans of Coke is printed with thermochromatic ink that reacts to temperature by changing color.

If this sounds familiar, it's because Coors Light has its own cold activation—the mountain graphic on the can or bottle turns blue when it's cold. How do you know when your Coca-Cola is cold? A graphic of three blue ice cubes on the side of the can will appear when it's suitably chilled. Or maybe you could, you know, just touch it and see, like this amusing ad from Breckenridge Brewery suggests.

So, is Chill Activation useful technology or just another marketing gimmick?

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