# Color-Changing Pop Cans These Coca-Cola Cans Change as They Warm in the 'Coke Come Alive' Campaign By Cadhla Gray | Published 2015-11-02 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/cocacola-cans References: [brandchannel](http://brandchannel.com/2015/11/02/coke-cans-australia-110215/) & [twitter](https://twitter.com/search?q=) In a marketing move to stir up excitement about the brand's drinks, [Coca-Cola](https://www.trendhunter.com/trends/cocacolas-marvel-universe-packaging) cans in Australia are changing color during summertime Down Under. With thermosensitive labels, these Coca-Cola cans and bottles change from iconic red to silver as they warm up. This '[Coke](https://www.trendhunter.com/trends/cocacola-europe-1) Come Alive' campaign is geared at younger pop drinkers who are also encouraged to take pictures with these color-changing products and post them to social media. With the hashtag, "#COKEComeAlive," teens and Millennials post pictures with these products all over [Twitter](https://www.trendhunter.com/trends/what-the-fanta-1), extending the reach of the campaign even further. By plastering outdoor advertisements in youth-centered areas, creating colorful high-energy commercials and hiring social media brand ambassadors, this marketing campaign perfectly utilizes all tools available to target young soft drink consumers. ## Trend Insights (Trend Hunter) - Score: 2.4/10 - Popularity: 9% | Activity: 54% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What Makes This Trend Stand Out - **Thermosensitive Packaging:** Opportunity to develop innovative packaging that changes color based on temperature, enhancing product experience and engagement. - **Youth-targeted Marketing:** Opportunity to create targeted marketing campaigns focused on younger consumers through social media, outdoor advertising, and influencer partnerships. - **User-generated Content Promotion:** Opportunity to leverage user-generated content and social media engagement to amplify brand reach and generate excitement among the target audience. ### Sectors Adopting This - **Beverage Packaging:** Disruptive innovation opportunity in the development of thermosensitive packaging technologies for various beverage products. - **Soft Drink Manufacturing:** Disruptive innovation opportunity in tailoring marketing tactics towards younger consumers to increase brand engagement and loyalty. - **Digital Marketing and Advertising:** Disruptive innovation opportunity in leveraging social media and user-generated content to revolutionize marketing campaigns and drive brand awareness. ## Related on Trend Hunter - [Color-Changing Beer Labels](https://www.trendhunter.com/trends/coors-bottles.md) - [Self-Chilling Cans](https://www.trendhunter.com/trends/cool-can.md) - [Superhero-Themed AR Sodas Cans](https://www.trendhunter.com/trends/cocacolas-marvel-universe-packaging.md) - [Comic-Inspired Soda Cans](https://www.trendhunter.com/trends/the-heroes.md) - [Summer Soda Brand Campaigns](https://www.trendhunter.com/trends/turn-up-refreshment.md) - [Music-Themed Soda Marketing Campaigns](https://www.trendhunter.com/trends/cocacola-onpack-promotion.md) - [Self-Cooling Can Packaging](https://www.trendhunter.com/trends/coolcan.md) - [Phosphorescent Energy Drink Cans](https://www.trendhunter.com/trends/dynamit.md) - [Heat-Sensitive Vending Machines](https://www.trendhunter.com/trends/heat-sensitive-vending-machine.md)