CTI’s New Solvent Technology Drives Cup Innovations
Specialty inks that are popular among consumers for driving interest on packaging for beer, soda and candy are now feasible for fountain cups as a result of Chromatic Technologies’ invention of solvent-specialty inks.
CTI invented a new suite of color-change technologies using solvent inks, including thermochromic (temperature-activated), photochromic (sunlight-activated), glow-in-the-dark and reveal technology (a message is revealed after product consumption).
Previously, solvent-ink printers were forced to use water-based inks that slowed down manufacturing operations. The new solvent-specialty inks reportedly eliminate the operational hurdles of water-based inks.
CTI’s consumer research reportedly found that the color-change technology is a tool for brands to drive content on their social media platforms. When brands do a great job of creating “wow” experiences on their packaging, consumers turn and share that story with their friends on social media. This quickly results in increased sales as friends try the new technology and share their experiences.
“Consumers have their phone in their right hand and a Starbucks, Coke or Coors Light in their left hand,” said Patrick Edson, chief marketing officer for CTI. “In brand mapping exercises, we call this challenge ‘getting the right hand to talk to the left hand.’ If you can create an experience or start a story with your product in the consumer’s left hand; they in turn will share that experience on their phone in the right hand.”
“Brands realize that the color-change technology is more than just creating an experience on a cup, it’s a new form of content for digital marketing,” he added.
“Color-change technology is now affordable for cup printers and they offer a tremendous innovation tool for printers to help drive new margin for their customers in quick-serve restaurants and convenience stores,” said Lyle Small, founder of CTI.
Owing to the considerable growth of CTI, the company now offers in-house design services to help cup printers and brand owners develop concepts that can be quickly tested with consumers.
For more information, visit www.ctiinks.com.