Color-Changing Coffee Sleeves Reveal New Hyundai SUV

Hyundai Motor America is using color-changing coffee sleeves to promote is new 2005 Tucson SUV.

The sleeves will be distributed to more than 2,000 upscale café locations nationwide during September and October.

When placed around a hot beverage, the coffee sleeve magically transforms from black to a mountainous waterfall scene, providing the backdrop for the all-new Hyundai Tucson SUV to be displayed along with the tagline "Perfect for whatever/whenever."

When the coffee cools below about 100 degrees, the coffee sleeve will then retract back into its natural state and the backdrop disappears. The campaign will also feature a "call to action" encouraging consumers to register for their chance to win free coffee for a year courtesy of Hyundai Motor America via www.tucsonfreecoffee.com.

San Francisco-based ad company BriteVision Media, which specializes in coffee sleeve advertising and café marketing, created the sleeves and handled the promotion.