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Welcome to the webinar!

Presenters Brian Hui Liam Maddock Danielle Olesen

The ChromicTech Team Project Manager

Mathew Miller

Event & Marketing Team Brian Hui, Afm Rupal, Nara Szutu

The ChromicTech Team

Social Media Team Danielle Olesen, Jessica Augusto, Tiia Lahe

The ChromicTech Team

Communications Team Sehar Seikhe, Melissa Yung, Liam Maddock

The ChromicTech Team

Today’s Agenda What are thermochromic inks? Who uses thermochromic inks? Working with your printer and thermochromic

inks considerations

What are Thermochromic Inks?

…and how do they work?

What are Thermochromic Inks? Thermochromic inks change colour as a result

of a change in temperature.

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Let’s Get Scientific

Credit: http://www.chromazone.co.uk/Thermochromism.htm

How do they work? Thermochromic inks change colour in one of

two ways:1. Thermochromatic Liquid Crystals

(TLCs)2. Leuco Dyes

Thermochromatic Liquid Crystals (TLCs) An increase in temperature will change inks with

TLCs from black to any colour

Advantages Disadvantages Extremely temperature accurate Expensive

The effect of the liquid crystals can deteriorate over repeated exposure to UV light, water and chemicals

http://www.cis.rit.edu/fairchild/WhyIsColor/Questions/2-5.html

TLCs are most commonly used in plastic thermometers

Leuco Dyes As the temperature increases, ink with leuco dyes

change from colour to translucent. Leuco dyes can also be mixed with other colours

to create a two-tone effect as the temperature changes.

Advantage Disadvantage

Leuco dyes are more stable than TLCs, which makes them more versatile.

They are not temperature accurate.

http://www.plastech.biz/news/article_4499_1/Ball-further-enhances-thermochromic-ink-technology

http://www.houseautomator.com/arch/kitchen-automation/

Leuco dyes can be incorporated into a multitude of products, ex. bottles, cans, clothing, plastics, etc.

Who uses Thermochromic Inks?

Companies have used thermochromic inks before for a unique marketing purpose!

Companies/Products we focused on… Häagen-Dazs Ice Cream Mars Carling Beer Duracell

Häagen-Dazs Ice Cream

The “Dip n’ Win” Promotional Campaign

Location Häagen-Dazs sells ice cream world-wide This promotion was held specifically outside

Häagen-Dazs cafes in Europe

Goal of the Campaign To reinforce the company’s brand image of

having 100% perfect ice cream in a creative and interactive manner

To help introduce trail flavours To increase traffic in cafes and stores

The Product A “stick-it-in-to-win” card. An oblong shaped card with a circle on one

end printed with thermochromic ink. The circle end gets pushed into cold ice

cream, licked clean and reveals a % figure. The % figure determines the prize won in-

store.

The Promotional Campaign Employees would stand outside Häagen-Dazs cafes

handing out the “Stick It In To Win” cards to anyone who walked by.

Consumers then had to go into the café and buy some ice cream in order to reveal the % figure for prizes.

All prizes could be seen inside the stores The largest prizes were Häagen-Dazs scooters Employees reinforced that the top prize (100%) was another

large scoop of Häagen-Dazs ice cream- a clever ploy by Häagen-Dazs to emphasize that they had the best ice cream.

The Results This campaign increased store traffic and

created a lot of new excitement around the ice cream brand.

The campaign also successfully marketed them as being 100% perfect.

Ice cream sales increase 30% while the campaign was running.

Mars Bars Chilled

Mars Campaign Goals:

To encourage sales of chocolate bars in New Zealand during the Summer months.

Implementation: 6 different designs were released. Each

one had an area of print that used of theromchromic ink. When these bars were chilled bellow 4 degrees the Mars name would change from white to blue.

During this campaign they also handed out tickets at events and promos that were printed with thermochromic ink. When the tickets were chilled a message appeared with over a 50% chance of it declaring you a winner of free talk time.

Billboards and print ads were focused near to the beaches and in corner stores in New Zealand to increase buzz in areas where chilled treats are most desired.

Carling Beer: Cold Lion/Taste Lock

Carling Campaign Goals:

To Increase interactivity with customers.

An added value asset for the product that assists both customers and retailers.

“With thermochromic, we are rewriting the rules of cold. No longer are the measurements of cold touch and taste alone: we’re absolutely thrilled to be introducing the technology that allows you to tell when your Carling is perfectly cold to drink, on sight alone.”

Carling Campaign Implementation:

A small image of a can, lion or knot (depending on which version of the can you are dealing with) turns white to blue when cold

Carling’s cans are steel unlike the Coor’s can. When printing on these cans you do not require a varnish in order to reduce damage to the print.

86% of customers say it is important to drink a cold beer. 62% of consumers say they would pay for this product. In having a visual cue on when a product is cold or not it can

assist with last minute purchases. If the customer is aware that the beer they are thinking about purchasing is cold by a visual aid and not simply just touch, they may be more inclined to buy.

80% of shoppers consume their alcohol on the date of purchase.

Results from a Survey... After collecting data from a Survey of individuals (Male and

Female) aged 18 to 32, all of whom were priory enrolled in a post secondary institution or currently are, the following conclusions were drawn: Price sensitivity is high when purchasing alcoholic beverages

( Approximately 60% of the purchase is based off of this alone). Followed by brand knowledge and appearance

Consumers are willing to purchase a newly packaged product out of interest if it is placed at the same price point however when a price increase of 5% is added the likelihood of sales drops to around 20%.

When consumers are presented with a potential new product approximately 40% of the sale is made on image alone.

When purchasing a luxury brand product approximately 75% of consumers will be more inclined to go for the same product if presented in a new package. However this number decreases to 23% when the newly packaged product requires a travel time of +15 minutes.

Duracell Battery with POWERCHECK

“Smart Power you can see – no more throwing away batteries with power left in them!”

History 1996 began selling AA size batteries with

testers Ultra Advanced with Powercheck became

available near the end of 2009

The ink Uses 2 types of inks

1. Conductive Ink2. Thermochromic Ink

http://cdn.coolest-gadgets.com/wp-content/uploads/duracell-powercheck.jpg

The ink Conductive Ink

Printed on a flexible plastic that is placed on the side of the battery

Connects the electronic current and allows it to flow

Generates heat for the thermochromic ink

The ink Thermochromic Ink

Uses leuco dyes Printed on the other side of the plastic.

The Product

Printed with thermochromic ink

Battery

modified from http://www.freepatentsonline.com/5557208.pdf

Side printed with conductive ink

Plastic material

The Product

The Product

Marketing “Ultra Advanced with POWERCHECK is

power that you can see, and it demonstrates Duracell’s commitment to develop products that build on the brand’s strong heritage of reliability and trusted performance. With POWERCHECK, the days of guessing whether a battery has enough power are in the past” - Rick June, Duracell VP and general manager

(http://news.duracell.com/press-release/duracell-product-news/duracell-unveils-new-battery-gauge-showing-power-levels)

Marketing Retail price is about $8.99 for a pack of 6

AA/AAA batteries Selling points

Designed for high-drain/frequently used devices Ex. MP3, digital camera, video game control, etc.

To use up the battery until it is empty Lasts 30% longer

Marketing Promotion

In 2011 between April 19-25, customers are able to partake in an event where they test their own power, which was hitting the Duracell “High Striker”

Marketing “This is an ideal platform for consumers to

experience the superior power of Duracell Ultra with POWERCHECK™. These batteries are ideal for high-drain devices such as toys and digital devices. No other alkaline lasts longer and with Duracell POWERCHECK™ you can literally see how much power you have left,”- Jason Frichol, head of marketing at the Fore Good Group http://www.bizcommunity.com/PressOffice/PressRelease.aspx?i=142332&ai=58872

Advantages and Disadvantages Advantages

Provides consumers information about how much power the battery has when they need it

Gives the user the maximum usage of the battery Disadvantages

It does not give an exact amount, such as determine the voltage.

Thermochromic Ink Considerations

Working with Your Print Company

Uses Ink can be adjusted to change at different

temperatures for its intended use Thermochromic pigment is often used in dyes

and paints

Recycling Thermochromic Inks Not hazardous or dangerous Treated the same as standard ink for most

converters

Leuco Dyes Easy to work with Greater range of applications Used by CTI – largest manufacturer of the ink Environmentally sound Don’t interfere with recycling

Contents Thermochromic inks contain

Gel vehicle, freeflow vehicle, drying agent, lithographic varnish, ink wax, polyester vehicle, polyglycol solvent, colloidal dispersion resin, water and a defoamer

Cost More costly than traditional inks Placed in small areas to minimize costs

Printing Processes Can be applied to most printing processes

Lithographic printing Flexographic printing Rotogravure printing

Considerations when printing Certain solvents can ruin the dyes

Aldehydes, ketones, diols and many aromatic compounds should not be used with thermochromic inks

Can substitute these solvents with a solvent that is not as reactive

Considerations when printing Ink must be kept pH neutral Ideally kept between 6.5 and 7.5 pH Ideally kept with low acidity

Considerations when printing Printed as a spot colour

Requires no mixing with solvents, alcohols or other inks

Negative effect on colour and printability Mixing with alcohol results in a permanent colour

change

Print Quality Considerations

Adhesion Best used with absorbent paper and boards Used on a variety of substrates

Rub Resistance Low resistance to pressure so it requires a

varnish Recommended that it is printed on wax free

inks Ink activated at cold temperatures

Less than 20°C/68°F Use of a matte laminate

Ink activated at hot temperatures Greater than 20°C/68°F Use of a gloss laminate

Colour Strength Colour strength of reversible thermochromic

ink is weaker than conventional ink Light and translucent inks

Light Fastness Recommended for use with little exposure to

UV light A protective UV varnish could be used to help

protect the ink

Ink Film Thickness Requires a thicker ink film thickness due to

the light colour Results in more dot gain Reversible thermochromic ink can be printed

on other inks for a more vibrant colour

Dilution Supplied at an appropriate print viscosity Only water should be used to thin the ink

No more than 15% Adding other thinners could alter the

effectiveness of the ink

Drying Dried with hot air dryers or IR lamps at a

maximum of 70°C/158°F If printed product is being stacked make sure

there is not too much pressure being applied if the ink is not coated in a varnish

Handling 2 part ink system that is to be mixed prior to

use Water based ink containers must be kept shut

Minimizes evaporation Minimizes skinning

Storage Stored in dark, temperature controlled

environment (above 25°C/77°F) Make sure it doesn’t freeze Water based screen inks should be stored

away from solvents, UV light and high temperatures

If ink is unmixed the ink can be stored for 12 months

If ink is mixed the ink can be stored for 24 hours

Question period

Thanks for attending!

These presentation slides are now available on our blog at http://inkwithfeelings.wordpress.com

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