Mountain Dew, a PepsiCo International brand, has launched a special edition 33cl package featuring fluorescent inks in the Middle East. Designed to attract consumer attention and boost sales in the hot summer season, the ultra-bright green color on the can accentuates the bold Mountain Dew logo and reinforces the brand’s image.

The neon color glows in the dark, adding the elements of fun, surprise and interactivity to the packaging for this iconic brand. The inks were applied to beverage cans manufactured at Crown’s facilities in the United Arab Emirates and Jordan at full line speed, ensuring productivity levels were optimized. Crown also worked closely with PepsiCo and ink supplier INX to secure the necessary regulatory approvals. The neon cans were sold in the United Arab Emirates, Oman, Lebanon, Qatar and Jordan markets from August 2018.

Metal has impeccable sustainability credentials – cans are 100% and infinitely recyclable – with no loss of properties, making it an important contributor to the circular economy. Once the containers enter the material-to-material loop, where they get recycled again and again, they can return to store shelves as new beverage cans in as little as 60 days.