Cans of Coors Light to feature new cold indicator
Cans and bottles of Coors Light will feature a new design which indicates when the beer reaches the “peak of refreshment”.
As part of its upcoming Super Cold Summer, brewer Miller Coors is debuting its latest cold-acticated technology: New Coors Light two-stage super cold activation, which makes it easy to see when the beer goes from cold to super cold.
Studies indicate that more than 70% of legal-drinking-age men have put their beer in the freezer to achieve the desired level of cold. The trick is to know when to take the beer out. Now on Coors Light bottles and cans, the iconic mountains still turn blue when the beer is cold, and in addition, a new cold indicator bar will turn blue at the same time. Then, when the Coors Light temperature is at the peak of refreshment, a second super cold indicator bar turns blue.
Starting this month (May), the launch of Coors Light two-stage cold activation will be supported in many ways from coast to coast. The brand is ramping up its advertising support by rolling out 11 new TV spots touting two-stage super cold activation.
Coors Light is celebrating the debut of its newest innovation with an iced-out N.E.R.D. concert on May 25 in Atlanta, US. For consumers who can’t be there, the concert will be simulcast on the brand’s Facebook page and on Ustream.tv.
From a digital standpoint, the Coors Light Facebook page will introduce “The Master of Cold,” an online champion for super cold refreshment. His focus is on upgrading average consumer experiences – how to go from cold to super cold. The Master of Cold will introduce and promote exclusive content and behind-the-scenes access on the Coors Light Facebook page and the brand’s YouTube channel.
Almost 3,500 beer retailers who meet certain criteria to ensure Coors Light is super cold at the point of purchase will be “Super Cold Certified” this spring. The retailers will display a neon sign as evidence that the Coors Light in their store is super cold.
