Sponsored Workshop: Enhance Brand Packaging Impact with Interactive, Color-Changing Technology

Speaker 1 [00:10] Well, thank you for coming in today, uh, and for giving us one hour of your time today for this workshop. So, um, we are here very excited to meet you and, and we're gonna be here the whole day to talk afterwards if we don't have time. OK, so a little bit of our agenda today, um, we're gonna be obviously introducing ourselves and we'll have an interactive session where we're gonna have a, a lot of questions. You can ask us questions, but we'll be around, OK, and we'll give you our contact information for that later. And I also wanted to tell you for those brands that are emerging brands, Hi, come in. Uh, for those emerging brands that are, are in the startups phase or starting up, uh, we are sponsoring two brands out of this workshops. So if you are interested in using our technology, write us an email, send us your proposal, and we'll get back to you before Christmas, OK? So, what we're gonna do today is to unveil this technology, OK, the magic of a chromatic technologies, and I hope I don't trip. Uh, quick introductions. I'm the chief marketing officer of CTI. I'm here to keep it light and fun. And then we have Doctor Edwin Ordelano, and he's Ed, and he's gonna make sure that you leave understanding a little bit of what the science behind our technology is just a high level understanding, so you're gonna be knowing a little bit more about what this is about. This is like a magic, OK? Have you seen a color change package, uh, before? OK, and, and look at this, this is a real example. This can is changing colors, this exists. We have printed these cans. It has 4 different colors. OK, how is this possible? Um, and this is another example of the before and after. This is a brand that was a Chiros in Mexico 2019, very, very, uh, successful promotion. And is our 4 chromic in action. You take a, you know, a colorless, white, and then you go under the sun and disappear. This is very cool, you know, have you fallen for a package like this before? You probably have, right? And, and it's not just cool, you know, our packages and these changes are telling you a story, OK, something that you want to tell to the consumer, and that's the power of what we're trying to achieve with our chromatic technologies, and I like this slide because exactly is, is the story that we wanna tell, OK, and we, what we do is we wanna do, um. Create positive memories with this color change. OK? Once you have something in your hand and it changes, it is telling something to you. It is telling something about, uh, the, the brand owner or the brand or the manufacturer, the quality. People wanna collect, OK, these packages, and, and before I forget, I wanna thank you all for being here and I wanna recognize also Danny Stepper that is here. Sorry, I didn't do it at the beginning. But Danny, uh, with LA Liviations and all the, the team of LA Libations that is here, he is, he has a partnership with us and he has invested in CTI. So if you want to talk to him as well, feel free to do so during the day. Thank you, Danny, for being here. And we're gonna show a water that was launched by LA Libations two months ago, that is in Southern California that is using our technology. OK, so again, it's a commitment to show this to consumers and have consumers interact with this. So this is really the, the science, OK, behind this is the, is the, is chemistry and the creativity together. It's not just chemistry, OK? And, and that's what we want to implement. Do you probably know this example which is Coors Light, Ricardo, can you, uh, start showing the scan? You probably are very familiar with this brand. Yeah, so, um, Coors Light adopted our technology 17 years ago, OK, and, and the reason why they did it is because the beer category is huge in the US, uh, is, is huge in the world, but they, what they wanted to do is to differentiate, and believe it or not, no one in the category which is heavy on marketing was owning the attribute of cold and refreshing beer. No one was talking about that, so they decided to convert the Rocky Mountain. From that white grayish, you know, color to blue when it's called and showing that commitment to consumers immediately after they did that they generated half a million dollars in sales that is compounded until today and they went from number 6 in the category to number 3 in a very, very large contested category. So very, very successful example is probably the one that everybody knows that is real, that change is real. So can someone tell me what's happening? What is happening in this color change? What do you think is the answer? Is Ed, is that close? What else? What do you think is happening? Yes. Getting cold. OK, you're getting warm to the answer. Yeah So we have a basic technologies and what we do is we work with brands like yourselves, right, and we bring this to life in 18 different ways, OK? And that's the magic of it. There are many, many applications we work with CPG brands, with ad agencies, with sign agencies, also with printers, and also with can converters, you know, that also print directly on the can. To make this magic, and we have different ways whether it is a cold indicator like what you're seeing in Molson Coors or a heat indicator for a coffee, for example, for a cup, uh, you also have hiding messages that are revealed. So we have, we can do a lot of things with our technologies and the thing is we need to understand what are your brand needs, what are your pain points, how can we really generate this consumer engagement far beyond, uh, what you do with your beautiful packages. Let's look at this example. You probably know this brand launched in early 2023, and they launched the Globerry flavor in August, in September actually of 2023. They have been very successful. They are now in their second redesign of Glowberry that they launched in August of 2024 and. What they do here is that they take this brand to the next level. Why? Because they're using these YouTube celebrities that have millions of followers to show this change in social media. They are activating in all social media platforms. They they generated a lot of organic media, a lot of talk, a lot of earned media from consumers that post back what they experienced with Glory. And this is another example, and Corona Extra, as per Qantar in 2023, it was the most valuable beer brand in the world and the most beloved brand in the US. It's a very, very loved brand. What they did, and this is gonna change, it's kind of hard to see the change here. Let's see Ricardo, is this gonna work? He should work. Right, so you can see the beach hut as you consume the beverage. Let me go to the next slide. So this is what happens. The brand is completely like one color and then as you drink it, you start seeing the beach hut lighten up. And what they did is for the first time in its history, they invited uh this artist called Talia Cole to refresh the brand and we worked with her and as, as well as an agency. A design agency to come up with this design, a design that works, and what's neat about it is that you need to consume the beverage in order to see that reveal. OK, so this was a very successful example for Corona Extra. And this is another one that I love because this is about revealing a message, OK, so we are using actually the same thermochromic ink in two different temperatures to reveal the full color, and we can play with revealing something on the package, whether it is a message, a drawing, a QR code, I mean, you name it, you can really do a lot of different things with this reveal technology. Introducing the limited edition Coors Light Summer camps cold certified. Sun activated. Coors Light is officially summer certified. So this is a 22 different technologies on the same package. That was in the market in 2022, a very successful summer promotion, and you can see thermochromic and photochromic at the same time, so they were trying to showcase these these changes when cold and it's summer certified because the sun changes the color as well. So, and it's not just this, it produces sales results, OK? So a can that changes color is 82% more memorable than a design that is standard, OK? We have that data, and also we know that 70% of the purchase decisions are taken because of the package. You stop, you wanna see something, you wanna take it on your hand, right? You, we have all done it. Uh, so it does produce those results. We have case studies. You can check our website, but some of these brands that we work with, Gogo, for example, is a snack brand, so we activate film, and they have activated thermochromic and glow in the dark for the last 3 years, OK? And they always generate more share dollars in those SKUs that they activate versus the rest of the brand. Corona Extra we talked about Coors Light is. Our probably our oldest and most successful case, the Cheetos brand and Prime. Not only they launched the Globerry, they also launched the, the cherry-freeze flavor which converts to blue on the top when it's cold. OK. And again, very successful. They added $17 share points to the brand over the period of 9 months. So they, they're very happy with this technology. And finally, And this is an important brand, Dr. Pepper. Dr. Pepper became the 2nd cola carbonated soft drink in the US back in June, so they surpassed Coke. Yeah, I'm from Coke. How can I say this? They surpassed Pepsi, Pepsi, they surpassed Pepsi. They surpassed Pepsi. I just wanted to see if you were awake, OK? But they surpassed Pepsi for the first time in its history, and what they did is they came to us with the idea of activating a special pack for Super Bowl in Vegas in 2024, and they did this, and it was a limited time promotion which was left permanently because of the success they have. They're activating the Vegas skyline on, on the package with a thermochromic ink. How we work, how do we do this? And we are like chefs, OK, so you come to us with a recipe, with your brief, with your insights, with the industry insights, with your pain points, someone, something you want to communicate. And then as we go to the kitchen, we start adding our secret ingredients, which is our technology. And, and this is our process which is not very linear and that's why we have a circle here because I had a linear process and then my chief technology officer said, hm, Maria, that's not like that we iterate a lot on this side. From the moment we're discovering we are defining what the brand is and also we are ideating. There is a lot of iteration in that part, right? And then we go and align what is it that we wanna try, we go on a trial and then we produce, OK, so that's more or less the process that we engage with. So let's review this case study, and this is again a premiere because it's a new SKU that is gonna be in the market in less than a week, OK? It is, is really very exciting because they, the brand allowed us to use this one for this, uh, workshop here. So Doctor Pepper, again, they want to really honor the, the fact that the, the Super Bowl is gonna be in New Orleans next year. So we're gonna launch this in the market and believe it or not, they came to us with a pencil drawing on a paper and I remember my brand designer saying, Ricardo, what do you wanna do with this? And I'm like, well this is exactly where we want to start because they didn't have anything in mind when they came to us. They only had that. And they had worked with this artist, which is called Becky Foss, and then they, she brought us the complete drawing after a few, uh, you know, we, we were kind of, uh, fainting and whatever, and then she said, no, this is what we want to do, OK, this is the design, and believe it or not they wanted to do this and I can and they didn't know how to do it and how can they make it interactive. So we started working with them and ideating. The first thing we did was let's put that on a frame so that, you know, consumers understand that this is actually a drawing that goes on the wall, right? And the sign signature of the artist is outside the frame and then we started playing with all the different possibilities of activating the ink, and this is our hybrid technology, so it's one ink. That is changing for different times. So we did, you know, activate everything, we're like, how do you like this or how do you like this, right, activating different elements of that drawing until we settled on, let's do the background, OK, and the background, so can you show this hand? OK, so this is a trial run and this is, this was done much prior to commercial production just to fine tune, you know, what's happening here and then we settled on, OK, this is gonna be the design that is gonna be approved this is a color, the standard that needs to be followed in every plant that prints our Doctor Pepper can we call it the NOLA can, OK, that is gonna be in the market. OK, let me show you this. I have to cancel so I will circulate them, but it started like this when it's room temperature, so you can see. Order with. We activate only the main. It can, you can see the magenta there. When you take it out under the sun, it will turn yellow, the part that is not cold, and it will turn orange, the part that interacting the magenta with the yellow. So Yeah. I So this would be the way the can looks when it's half empty, for example, but it changes completely. The Super Bowl, Super Bowl in New Orleans, yeah, yeah, and it's gonna be out in the market very soon. So you're seeing this for the first time, OK, and they're gonna make a big bang about this brand very soon. And this is the part where we're gonna talk about the science and I leave it. With that part.

Speaker 2 [15:35] OK, good morning. Um, I'm an organic chemist at a At a beverage conference. I feel like a fish out of water here. I wish it was magic. In some ways it'd be cooler if it were magic, but there's a lot of good science that our company has been able to master over the years. And at the heart of it, ultimately what we're doing is we found ways to control and have very predictable responses to different stimuli, and the stimuli that we have, as you can see, are light and temperature. We can also respond to pressure. This is for high pressure processing of food, so we don't have the ability to demonstrate whatever 80,000 psi here in any survivable condition. So just as an example again, what you see is our technologies work. We go from a colorless state when something is warm and it becomes colored when it gets cold. You can similarly at the bottom take something that is colored at room temperature. As it warms and it becomes colorless and as Maria had said, you have the ability to reveal a message right as the color is eliminated. And then as you can see in the NLA can that's going around, the Dr. Pepper can, we also have the ability to reveal a color in the presence of light, right? So this is very clearly responding to different stimuli. The nice thing about our technology and what CTI has been able to do is we're able to take the inputs, the light and and temperature, and we're able to tune what temperature you get the effect. So we have things here in your hands at 68 degrees. We can go to extreme low temperatures. We can also go to higher body temperature or higher to be able to clear. Um So yeah, just some examples, and this is on the right. The one example of an example of a high pressure processing, and you can see the blue check mark is revealed once that package has gone through the right cycle of pressure. Our formulation strategies are much like any other ink, right? Where we have a pigment or color. We have binders that we have to hold the color onto the substrate, different solvents to adjust the viscosity, and then additives to give UV stability or whatever else is needed for the for the material. The point is because we can control all these things and most importantly, we control the color part of this, the slurry making part of this. This is the only chemistry that was compulsory in this presentation. Because we control the slurry, we control the way that the dye, the pigment is going to be incorporated into the ink, and so we control all the conditions that allow us to control the temperature and how and when the the color is revealed. We have the ability to take on a lot of different colors, different dyes into our micro encapsulation technology. That's really the core of what we do. So there are a lot of opportunities for us, and it gives us the opportunity on the one side to meet a lot of different temperature profiles. Again, we can tune this at will. And because we can make different inks, we can deliver the color in a number of different formats as you've seen in Metal Deco we have screen, offset, Flexo reviewer, all let's say the analog production methods for printing. What's also exciting with the technology is we can begin to merge this technology with other people's technology. So there are some examples we're exploring with the fathom optics as well with a tactile varnish. And then finally to be able to incorporate this with people like Crown or Ball who have variable printing capabilities as well. So it's a lot of possibilities and I think the take home message is. Uh, we've mastered the magic, right? Thank you. Uh, we've mastered the magic in the molecules, and so we can tune the technology to deliver what is required to be help you tell, tell your message.

Speaker 1 [20:15] Can't repeat that story, wins a prize. OK. Does anyone retain what this is about? No? We have a lot of prizes though. Yeah, so, also, before I forget, the glow berry that you see over here, can you give me a glow berry? Um, we have uh 40s. Tom Truitt, he is from Fortis and he printed this one, for the Glory, so they, they work with a combo brands and other many brands. So this one is also owed the, the success of this one is owed to partners like Fortis. Um, we have other partners here like the Resource Label Group, and we're gonna be talking about that as well in a second, but let's do them some showcase and questions and answers, OK. So Ricardo is gonna. And are gonna pass some of the samples that we have, so you can touch them, feel them, ask the questions that you want now, um. Yes. Let's play a little bit. We will pass you so you can play.

Speaker 2 [21:21] You have to be careful with this because it's a cold spray.

Speaker 1 [21:24] It

Speaker 2 [21:24] sounds pretty nice,

Speaker 1 [21:26] but it can. No, it doesn't burn. It's cold. It's cold.

Speaker 2 [21:45] Yes it is. I want to warm.

Speaker 1 [21:58] Is there another black light for Ed? And then you can blow it.

Speaker 2 [22:09] the

Speaker 1 [22:09] dark. It, it's a few minutes and then he goes back to colorless. Yeah, he reverts back. Yeah, yeah. you showed me one. You have the, the other lamp. Uh, that's a question for you can yeah, so that you can see that. The light. Yeah.

Speaker 2 [22:56] Just along the lines of that I saw I saw it. Can you have it active once it activates, can it not go back so. We have some that, Wide hysteresis uh solutions. So, so the question was, can we make something that is permanent color change, and we can make things that have very wide ranges, so it'd be very hard to have them recover color. Yeah. Yeah, please. So Yeah, yeah. Right. Yeah. So the question was, could we make this go in the other direction. So as a Coors Light, could we have the mountains uh go from white cap to brown, right, as the snow melts, uh, essentially, right? Um, Yeah, or the other way around, yeah, from brown to white as So again, the, the prince, we can only make the color appear right now as it gets cold, but, um, but I think as you see with some of the reveal, uh, way you can, you can, you can manage this in a way that you can have something revealed to an effect, so. Day, We Yes, yes, yes. Yeah, so we certainly can, can put down different inks with different temperature ranges or that'll change at different times. We have one example up here. That has one part, uh, this is like the most least satisfying example to show in a room of a white thing that has no color change right now. Thank you, Ricardo. So there are two parts to this. One will change at 6 degrees, one will change at 8. So you'll see that as this thing warms up, uh, one side will clear and the other side will still be colored. So we can certainly do that. These are the same color. We can do that with different colors as well, so. Yeah, please layers. Interactive. So, like, You just showed that example there but the side by side. What if I wanted to layer two. Yeah, uh, good question. I'm not aware of anybody who's done that. I, I think it's more a printing problem to be able to get, let's say, uh, one layer dry and then put another one on top of it, maybe to get that layered effect, um. But I, I don't, I'm not aware of anybody who's done it, so it's a cool idea for sure. Please. Yeah, it's not, yeah,

Speaker 1 [25:57] so Fathom is a separate company we work with them and also the, the idea here is to first design the pattern that you want, what kind of movement do you want, and all that is required is a is a. Um, imagine a plate that is digital, OK, and they, they do that, and I don't know, the cost could be anywhere from $3000 to $10,000. It depends on the creativity that is there as well as the work, and also that includes a qualification online, and we need three ink stations, one. Uh, it needs to be reverse painting as well as a surface printing for the fathom effect, and we are in the middle. You, you want to have a color change technology with that, we're going to be in the middle. So we would need to have 3, and it only works on film, so it doesn't work directly on metal decor. So as we see films and how Effective, the films are for hands or for any other packaging that can be done. And talking about film, thank you for coming, John. You know, John, uh, is from Resource label Group, and he's from McDowell label, and he's an expert on filmmaking for cans. OK, and we're gonna show something, uh, in a few seconds. So whoever is intervening and asking a question is gaining one of those amazing prizes that Ricardo is giving away, so. So you have questions. Uh, this is your time to ask. Anything else on what we have shown? Do you have more examples there? Yeah, can you show the, the Fanta can? The Fanta can and the cherry freeze? You can cold spray this one, it will change color. This one Uh, the importance of that one is so we can print in metal deck labels. They need a cold spring. This one Very. Do you have the cold spray somewhere cold. Ah, where? Thank you. Here. Has not use this one. How it works. So that. Thank you. We've worked with brands, uh, small to big brands around the world, so don't be afraid of, of the size of the brands. Fanta, for example, was a promotion in Latin America. That we did when we started working with Prime, it was very early in the launch stage, OK, and see what it becomes, and that's something that you can do again, if you take this interactivity and you start playing with the creativity around that, right? And what can you do with consumers, that's where the power of the interactive thing, because you want people to be aware of that on your package, right? It's not, don't keep it confidential, so, yeah. I have a question. Is this Pone or is it like a? It's It's, we don't work with Pantone. Uh, what we do is, uh, we ask what is the brand standard and we try to match. We have also a catalog. Can you show the catalog that we have? Yes, so we have a catalog with all our, all of our color standards and temperature standards, and if you want to have something special that is not there, then we develop that for you and we get back to you with a timeline for that. Uh, our normal lead time for color standards is 15 days from the moment that an order is placed, uh, but if it's something, uh, that requires for us to have some development, it could be 1 or 2 days, it could be a week, it could be a month, OK, so we'll get back to you with the timeline for that. But normally what we do is we get a lot of asks with Pantone references and then we go back and it's sometimes challenging because we are working with screens and with computers so what we are doing is we are showing the screen value of the color so that people know. OK, that screen value is what I need to be looking at. OK, that's, that's how we make sure they know what is the color that is going to be expected, OK? And we send drawdowns, so there is a lot of interaction, as I said, on, on that process to make sure that we hit what the customer wants. Yes, exactly, and again we need to work with the chemistry, so I would say that we can probably do 99% of what you want, but maybe there's a 1% that the chemistry will not help us because, you know, we are working with science. So that's where we really require it, isn't that true? OK. So we, we come back to Ed sometimes with requirements and he's like, I'm like, Ed, please help us. No, but we always find a way, OK, to make something work for the customers. When you look at creativity, it's endless what you can do and that's why starting early on from that pencil drawing is the best. We get a lot of times in our brief when the run is almost ready, and we work with them too. I mean, we, we start, you know, ideating what is possible, but it's always best to start early, OK, because then you don't waste any time. We, we tell you what works and what doesn't, and, and then we can really design for success. And uh I wanted to also show this one, OK, this is a, again, a newbie here and it was this beverage that you're gonna see over here was created by a bunch of very bright minds that came together, OK, and that includes flavor, flavor houses, a formulators, a media, a design agencies, OK, the production part, the labels, and I was, as well as the, the liquid production. Of this beverage and it was specially designed for this workshop. OK, this is not commercially available. So if you want to take one, you can just keep it in your, in your bag. Don't show it to anybody, OK, because And you can drink it in your room alone. No, but it's a, it's safe, it's absolutely er But um this one you can also see the effect. Are you passing the cold spray of the can activated with our thermochromic ink. OK, so it's merging with this tactile effect, which is the neat thing about this. Have you taken any cans or is Ricardo ignoring the first row? OK. OK, great. So this one, if you want to know more about this and the partners that collaborated on this, there is a workshop at 12, OK, led by Melanie from the Resource label Group in this frame room. So you can be here and there is gonna be a fire chat, a fire chat with all these amazing people, OK? So any more questions? I think I was talking so fast because we started late that anything else that you want to ask? Are you here? Yes. The spectrum Can you, can you show the catalog? Just give me the catalog. Let me show you.

Speaker 3 [33:37] I just wanted to, uh, show everyone this. Um, I'm not sure if you all know who LA Libations is, but, uh, it's our company. There's a few of us out here, and we're a B2C company, and we've been very fortunate and blessed. We're a 15-year-old company. We've been a part of more exits than almost anyone with brands like Zico, which we sold to Coke and Core Water, which we sold to Keurig Dr. Pepper and Body Armor, which we sold to Coke, and we just had an event with Zoa, our brand with Dwayne The Rock Johnson, and this is my business partner Dino here, and we've spent our entire lives trying to differentiate brands via liquid and via imagery. And when we found out about CTI, we were. Like we felt like we found a cheat code. Uh, we felt like, like we literally feel like it's cheating because we all spend our lives trying to differentiate our brands, and LA Libations, like I said, is a B2C company. Uh, it's the LA is not named after Los Angeles. It's named after Lauren and Annika, which is Dino and R's daughter, and we recently launched our first B2C brand via LA Libation. So it's very personal to us because it's got our daughter's name on it. We have huge plans for this brand. And so, um, what I would just tell you as a case study, don't do as I say, do as I do. We believe in this so much that that this has got our daughters' names on it, and we're doing this with our own brand. It's really cool. I don't know if we have that. Oh, there it's activated. You can see the palm trees turn green and um. The one thing we've always learned with every brand, like the day that we launched Core Water from the day that we sold it, you don't even recognize it from day one. It's always constantly evolving and to be able to constantly evolve your packaging with something like this is really incredible. So, um, I just wanted to say that. And also we believe that who you're in business with says as much about you as anything, and, and we know we've been in business with CTI for Uh, uh, a bit now, and these are great people and great partners. So I just wanted to add my two cents. Thanks.

Speaker 1 [35:42] Thank you very much to everybody who will be around. So the last slide I have is just You know, oh, we wanted to ask you, I forgot this. what example do you think you can activate, whether it's a familiar brand or something you want to do? Is there anything that wants to gain a price by telling us an idea? Yes Perfect. Yes, we want to talk to Dano about that. Yes. He won a prize. Yes. Engagements, so if you have an ambassador or an affiliate or Signature product or label with.

Speaker 2 [36:33] Activating whether it's hair color or something like that of that person and really capturing what they want to bring to the.

Speaker 1 [36:40] Right, exactly, yeah, very good. Yes Yeah.

Speaker 2 [36:47] Uh, differentiation. So on that note, so we're the partner I against CTI. There's a lot of other But after, Kind of highlights his logo, his Well, I was thinking like you could do LTs with all. If you had just one floor.

Speaker 1 [37:26] If you have to get It is thinking about what's coming. It is already thinking about what's coming, right? I just love like the sun sunrise sun. Yeah, and that can be done with hybrid and also with the thermochromic. We have one of our hybrid, uh, technologies called sunset because of that, yeah, it incorporates, yeah, yeah, exactly. So the hybrid, uh, we, we can combine the two adjacent to each other as we showed in the commercial. Uh, from Coors Light, and we can also do everything one single ink technology, which is great, especially when you have limits on the number of ink stations that you want to use at a printer. OK, so, um, anyone else, remember to send us your ideas because we're gonna choose two brands to sponsors, OK, and yes. I have lost Really cool to buy charred. Yeah, yes, that's great, that's great, and we have a technology that charges under the sun and then glows in darkness, and another one that will simply light up with a black light, OK, so there are a lot of ideas for stadiums and things like that or nightclubs, yeah, where, yeah. Yeah. Right. Right. Yes, we make wearable tattoos. Um, we can do stickers that you put on your arm, that is like a tattoo, but not a tattoo yet, OK, not a tattoo yet. Yeah, yeah. Yes. Yes.

Speaker 2 [39:41] You what process do you guys get involved? You have partners that. manufacturer in Mexico, At the moment, is that something you sell? Facilities or is it that you have. Kind of partners

Speaker 1 [40:04] We have a partners. Oh, he's asking about, uh, how do we get involved with our partners, especially on the printing process, at which stage, and also if we have a partner printers that we work with exclusively, and the answer is we work with any printer, OK? Obviously we have printers that are partnering with us and we, because there is already a lot of work going on, but we, with any new partner, we qualify you. So we make sure we have some trials. You're familiar with it. We do a protocol and we get involved from the very beginning, you know, with our partners, with our partner printers or can converters. Why? Because everybody needs to know what's going on, what is the brief of the brand, how is that going to be activated, and making sure that we are setting also the timeline and the dates for trials. OK, we not only do the design. And the technology, but we also have a global technical support. So we send our technical team from R&D to the plant that is going to be printing, and we make sure that we not only do the trials, but we do a, we participate on the first production run, and we are doing things in Mexico as well, as well as in other places in the world, in Europe, in Asia, in Australia, you know, in many, many places. So, yeah. And if, by the way, we have a team that works directly with brand owners, OK, because that's where we work a little bit like an agency, right? We're working with them on their artwork and how that is coming to life and then the, the artwork is going to say where that technology goes, but we also get a lot of business. Our printers because their customers are also asking them for ideas. So that's when they also ask us to collaborate, OK, and in many, many cases we go together to the brand owner with our printing partners. We call it partners the moment that we start working together and there is a great relationship. Yeah. Anything else? he won a prize did you give him a prize? OK, OK. OK. Um So let's create this magic together. Uh, we're gonna be around, uh, during the rest of the day, and this is our contact information. So we have the three of us, and as well as Daniel Bactor in the back. He's the chief executive officer. So we are at your service, uh, today and anytime after today. Thank you very much for participating.