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The Challenge
While some may argue that people who work in the advertising industry have long harnessed the power of hot air, a company called Visual Ice, Richmond, Va., is literally using warm air as a catalyst to run ads on store cooler doors. Its client roster includes Heineken USA, which applied the novel shopper marketing tactic to drive sales of Dos Equis beer.
The Plan
Visual Ice uses nanotechnology to make advertisements appear as frosty images on the glass of cooler doors as they are opened and exposed to warmer temperatures.
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