The 355ml and 473ml Coors Light Summer Certified can designs are painted in photochromic ink and are nearly invisible until the colors are exposed to UV rays.
Chris Waldock, senior director, marketing, Molson Coors Canada, said the cans use the same thermochromic ink used on its Coors Light Cold Certified Can, when beer drinkers know their beer is ice cold when the Coors Light Mountain Icon on the can turns from white to icy blue.
“The cans use both ink technologies to indicate the beer is cold and summer certified,” he said.
“The Summer Certified cans are designed to encourage all Canadians to get outside and come to life in the summer sun, just like the can will.”
Coors Light is not the first brewer to use light activated technology, Chromatic Technologies launched a line of photochromic inks several year's ago for beverage packaging which changes color when exposed to sunlight and CCL Decorative Sleeves (CCL) created glow-in-the-dark bottle sleeves for British water brand Whitewater.
Other active, intelligent packaging for beer includes SABMiller’s ‘smart sensor’ technology that tells consumers when their beer is at the perfect drinking temperature; AB InBev Cubanisto flavored rum with glow-in-the dark label and Heineken’s ‘Ignite’ interactive beer bottle.
Last year, Coca-Cola Israel showcased the ‘world’s first selfie bottle’, which snaps a selfie while you drink.
The 0.5L bottle of Coca-Cola is fitted with a camera at its base. Whenever the bottle senses a 70 degree tilt, it takes a picture.
The technology was used as part of the Coca-Cola Summer Love campaign, the biggest brand outdoor event in Israel. The concept was created by innovation agency Gefen Team.