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Coke explores printed electronics

A recent campaign by Coca-Cola Central and Eastern Europe, though limited in scope, bears watching because it involves an intriguing use of printed electronics.

Printed electronics technology causes the Coca-Cola logo to light up at the touch of the hand.
Printed electronics technology causes the Coca-Cola logo to light up at the touch of the hand.

The technology behind the campaign comes from Berlin-based Inuru, a specialist in Organic Light Emitting Diodes (OLED). On labels from Inuru applied by Inuru to a limited edition of 700 glass bottles, the iconic Coca-Cola logo lit up when touched. The 330 mL bottles were sent to Coca-Cola employees and “influencers” as part of Coke’s #BeSanta campaign.

“When I saw samples of this technology, I just fell in love with it,” says Georgi Blaskov, senior brand manager Coca-Cola CEE. He readily acknowledges that using printed electronics like this in a mainstream commercial application would be cost prohibitive “at this stage.” But he adds this: “We are certainly interested in future developments that could drive the cost down and eventually permit the use of this technology in at least seasonal or promotional mainstream packaging activities.”

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