Crown and Coors Light Canada use photochromic inks
Coors Light has rolled out a summer promotion that marks the first application of photochromic inks in partnership with Crown Beverage Packaging North America.
The Coors Light Summer Certified cans programme, which kicked off in May and will run all summer, features six limited edition cans with sunlight-activated speciality inks and printing. The series of Coors Light collector cans, available in 355ml and 473ml sizes, will be released in phases throughout the summer.
Garrick Frittelli, assistant marketing manager for Coors Light, noted: “Our market research has shown that one of the top drivers of consumer purchase intent is ‘packaging that stands out.’
“These inks will bring the can to life like never before by revealing bold, bright colors when the cans are exposed to the sunlight. The colder the beer, the brighter the colours – both cold certified and summer certified.”
Ron Skotleski, director of marketing, North America, Crown Beverage Packaging, added: “The six unique cans are based on variations of geometric designs inspired by Coors Light’s iconic mountain shape and updated visual identity, and will use a range of yellow, orange and purple inks as well as a bolder, cold certified blue.”
Four times the amount of beer is consumed outdoors in the summer months compared to other seasons and Coors Light is optimistic that the bold and interactive new packaging will help drive growth in its share of cans and overall sales this summer.