Molson Coors is hoping to make cans cool again, with a little help from science.
The top Canadian beer company has introduced a new Vented End can design for Coors Light and Molson Canadian, with a second opening to help with a smoother pour. To activate the “dual aperture” technology, drinkers need only turn the tab and pop it a second time, and the can will let in air for a more consistent, less heady pour (check out the media below).
Vented tall cans were distributed nationally for Canada Day weekend, and consumers will be able to pick up 15-packs of 355ml vented cans in Ontario and the Atlantic provinces in August.
“This latest innovation was developed exclusively with [CROWN Beverage Packaging North America] through extensive work and rigorous testing,” Molson Coors Senior Packaging Scientist Mike MacDonald said in a release. “The new cans are the result of several years and evolutions of our concepts and prototypes.”
Innovative can designs are the latest trend in beer marketing. In the U.S., Molson Coors has already unveiled its double-vented wide-mouth can design, and Sam Adams plans to launch a “Sam can” with an extended lip and “hourglass ridge.”
A representative of Molson Coors said the company has seen can sales rise in Canada, and they introduced the Vented End to take advantage of that renewed interest.
To market the new design, Molson Coors is running 15-second spots on TV and digital pre-roll in Ontario, plus print ads in Toronto. Samplings at the Beer Store will take place over the summer. The campaign was one of the last that BBDO put together for Coors Light before losing the account over a cross-border client conflict with AB InBev.
