Stand-out Mainstays

ChromaZone can be produced in either powder or dispersion (slurry) form. Coors specifically requires a water-based gravure ink for its campaign. The optimal combination of printing and ink forms, though, ultimately depends on the function of the final product. Szafraniec gave the example of a black surface which changes to a rainbow when touched. “You would not be laying down enough thermochromic pigment to cover the image [with offset or flexo printing],” he said, “so [the] application would require screen printing.” ChromaZone’s adhesion process is also dependent on the product’s substrate.

Similar to the delicate discovery of correct substrate and printing process combinations, ChromaZone inks must be treated with additional care to maintain color-changing effectiveness. Though guaranteed for one year, the quality of the color change can be affected by a number of factors, such as overexposure to UV light or improper storage. The handling might require extra maintenance, but the indication of correct drinking temperature is a marketing technique bound to catch on with other domestic beer branding efforts.

While some consumers may still contend that beer needs no improvement, both Coors and ChromaZone have found a way to imaginatively make an interactive product out of one of the nation’s oldest favorites.

Impermanent Vacation

NAStar, Middleton, Wis., a manufacturer of pressure-sensitive specialty products, has watched the rise in popularity of its temporary adhesive. Founded in 1988, NAStar began by servicing the laser label industry, according to NAStar marketing manager John Short.

“‘Temporary adhesive’ is kind of an anomaly in its name,” Short explained. “It’s removable, repositionable. Unlike many removables, it will not become permanent over time, and the scope of that adhesive also varies greater than a removable.” The “hydrophilic” adhesive can stick to a variety of surfaces, including glass, wood and moist surfaces, he continued.

NAStar’s line of SellNotes, consisting of MailNotes and NewsNotes, can be affixed to a variety of direct mail items or newspapers, respectively. MailNotes are pattern-coated with temporary adhesive and can be applied to magazines or envelopes. “[Our flag pattern is] United States Postal Service-approved, [and it has] one strip of adhesive,” he described. “We could do a pattern [however a client would] like, but the postal service has approved the flag pattern in both high gloss as well as uncoated yellow, which is more like the traditional Post-it Note.”