The packaging features an illustration by Yehrin Tong that has been produced in electroluminescent ink.
The electric current is conducted from a battery at the bottom of the pack and a hidden mechanical switch is triggered when the packaging is picked up from the shelf, causing it to light up.
The Global Travel Retail pack, which was developed by Webb deVlam with German packaging manufacturer Karl Knauer, is aimed at the travel and duty-free market.
Pretty cool!
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