Coors debuts interactive site to support new cold can

Share this article:

The Coors Brewing Company has launched a new marketing program to support its new Coors Light “cold-activated" cans.

On May 15, Coors will introduce eight-, 10-, 12- and 16-ounce Coors Light and Coors Banquet in the cans, which let drinkers know when the beer is at the optimal drinking temperature by turning the mountain design on the can blue. The strategy behind the new cans ties into the brand's promise to be the "World's Most Refreshing Beer."

“Consumers want to know when their beer is cold and ready to drink, and beer retailers certainly want to avoid serving warm beer,” said Royce Wills, marketing director at Coors Light, in a statement. “This is important enough to American beer drinkers that at Coors Light, we've made cold beer our policy.”

The marketing program, which began today, is centered a new Web site, which boasts a “cold front” coming in. The interactive site, at www.TheColdFront.org, lets consumers over age 21 track the cold front's progress through reported sightings and news updates. The site includes news, videos and a social aspect.

On May 15, there also will be parties in select markets when the products enter the marketplace.



Share this article:
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Microsoft Set to Overtake Yahoo in Ad Revenues

Microsoft Set to Overtake Yahoo in Ad Revenues

Marissa Mayer can take credit for reversing ad declines. Still, her company will fall out of digital's Top 3 by year's end, according to eMarketer.

Oracle Announces Enhancements to its Marketing Cloud

Oracle Announces Enhancements to its Marketing Cloud

It continues to integrate functionalities from BlueKai, Responsys, and Eloqua.

In the Age of Storytelling, Is the CTA Still Viable?

In the Age of Storytelling, Is the CTA ...

Marketers have always put calls-to-action in messaging, but research suggests that sequenced ads may be more effective.