From the What'll They Think of Next Department comes 'the world's first photochromic newspaper insert.' To show the advantage of its Transitions Comfort Lenses - lenses that darken in bright light to protect against glare - Transitions Optical of Pinellas Park, Fla., used photochromic printing technology for an insert that ran this month in three Pennsylvania newspapers with a combined readership of over 500,000. (Pittsburgh-based St. George Group designed the insert.) Readers were instructed to take the insert outside to see how parts of it change color in sunlight. Photochromic inks had been used before, notes the client, but not on such a mass scale. The next innovation we'd like to see: edible advertising inserts for food companies.
Copyright Adweek L.P. (1993)