in 2009 for chinese new year festival carlsberg cleverly use the thermocromic ink for campaign. 2009 was the year of the &ldquoearth ox&rdquo according to chinese lunar calendar which is divide 12 zodiac. from this 12 zodiac one is ox. carlsberg give a sense of positivity by use chinese word &ldquoox &rdquo on its package which transforms into the word &ldquolife &rdquo by adding the iconic carlsberg swoosh at the bottom. this is done with the help of creative use of a unique &ldquothermochromatic ink&rdquo, which is a temperature sensitive ink. imported from the us, this patented ink is printed on the side of the can where there is a visual of the word &ldquoniu &rdquo or &39ox&39 in mandarin. when the temperature is chilled to 6 degrees celsius, the carlsberg &39swoosh&39 appears changing the word to &ldquosang &rdquo or life.