As the cans are chilled, the color of the uniforms transition from a ‘desert camo’ color to a cold-weather, arctic blue color (click here for photos). The cans will be available from Memorial Day through July 4th and sold exclusively on military bases at home and abroad.
A tribute inscription on the cans includes Monster Energy being “truly thankful for all the brave men and women of the U.S. Armed Forces (who) provide and protect the freedoms we all enjoy in this great country. Mere words cannot express our appreciation for your dedication and sacrifice.” The commemorative 16-ounce “Military Spec” cans will be available in the familiar green Monster Energy and the blue Lo-Carb Monster Energy products, and will be distributed by the Army and Air Force Exchange Service (AAFES) and other military logistic operations throughout the United States in addition to bases in Europe, the Pacific, and the war zones in Afghanistan and Iraq. The cans will turn to the ‘chilled’ art version at 50° F. (10° C.).
The concept for the military can was developed in-house at Monster Energy, with the soldier initially being a line drawing. Monster had been searching for an innovative, original idea for the use of CTI’s thermochromic ink technology, and brought the two ideas together by working on the color and temperature options. The artwork for the cans was created by noted artist Dick Kramer of Purcellville, VA, whose works have celebrated America’s military, law enforcement and firefighting personnel for decades.
“This is a ‘first’ for both CTI and Monster Energy: it marks CTI’s inaugural launch into the vibrant energy beverage market, and also represents Monster’s initial foray into color-changing inks,” explained Steve Kaczmarek, CTI’s vice president of sales and marketing. “We have developed a totally new color scheme to meet Monster’s innovative goals and, in the process, created dynamic graphics that reinforce Monster’s support of our military champions.”
With the addition of Monster Energy, CTI’s growing customer list has expanded to include products from beverage companies such as Anheuser-Busch, Cerveza Atlas, Coca-Cola, MillerCoors and Pacifico Beer.
CTI’s innovative ‘thermochromic’ process showcases itself when cold or warm temperatures act upon select portions of packages coated with the CTI ink. At a pre-determined temperature, the ink changes color.
Initially, the multi-patented CTI inks were used to depict the cold or hot status of the product’s package. There is now growing interest in consumer product companies embracing the ability of color changing inks to be part of an advertising campaign or, in the case of Monster Energy, provide a unique graphic and message to customers.
Where CTI has truly excelled is its ability to be applied to beverage cans during incredibly fast-paced, high-speed manufacturing line processes.
CTI’s expansion into new markets such as security and anti-counterfeiting measures while another patented CTI capability, a photochromic process (wherein colors change due to exposure from light), is targeted for use in the textiles market.
CTI, a privately held company, was founded by Lyle Small in 1993 during his senior year at Cornell University in Ithaca, NY. In 1996, the engineering graduate moved the company to Colorado Springs to take full advantage of the area’s lifestyle, the improved access to transportation and to capitalize on the region’s growing entrepreneurial environment. Just one year following the move, the company acquired the first of many patents.
Mr. Small also established a key component that has led to CTI’s success: a 110 percent commitment to total, superior customer service. As a result of his technological expertise, combined with his dedication to customers, Mr. Small has been named “Inventor of the Year” as well as “Entrepreneur of the Year” by Colorado Springs Celebrate Technology.