Orange goo

NEW ORLEANS--Building a rugged cell phone isn't easy, but London-based Tech21 has put serious time and effort into making it work. And at CTIA 2012, it offered a demonstration of what goes into making its products strong.

This vat of orange goo is actually a non-Newtonian substance called D30, which Tech21 licenses. It's designed to absorb impacts and dissipate the shock away from your device. CEO Jason Roberts used the mallet and axe in the picture to demonstrate how D30 absorbs strong blows without leaving a dent.