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.