Just when you thought the beer in that cooler was chilled enough, Coors Light comes out with packaging that will declare it’s the right amount of cold. Twice.
Molson Coors is launching new can and bottle labelling that uses two progressively visible thermal inks to describe just how cold the brew is inside.
Coors Light has been using the “Rocky Mountain cold” for a number of years in its advertising and the brand first used thermal ink on its labels in 2007, turning the mountains in the logo a shade of blue when the beer reached a certain level of cold. The new incarnation is very much a if-it-ain’t-broke continuation of that execution, now featuring two separate inks, the first simply saying “Cold,” and the next being “Rocky Mountain Cold.” There are other variations, such as the cheeky “Brrr” and “Brrrrrrr,” to make sure consumers know when to get the coldest beer possible.
“With summer upon us we wanted to reinforce dedication to our Rocky Mountain Cold refreshment positioning,” says Reid Black, brand manager for Coors Light in Canada. “This year is just an evolution of our previous campaign, making it a two-stage cold certified in a can or bottle. There’s definitely a humour angle there, but first and foremost it reinforces our commitment to cold.”
The new campaign, with creative by DraftFCB Toronto, features OOH, online and TV spots, as well as contests and special sneak peeks of the spots on the brand’s Facebook page.
