Mountain Dew has launched a special edition can featuring fluorescent inks in the Middle East. The ultra-bright green color is designed to attract consumer attention and boost sales in the hot summer season. The PepsiCo International brand worked with Crown Bevcan Europe and Middle East (www.crowncork.com) to launch the new packaging.

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 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 starting in August 2018.