Packaging Digest posted about Coors Light’s latest in cold-activated packaging technology: New Coors Light Two-Stage Activation bottles and cans, which make it easy to see when your Coors Light goes from cold… to Super Cold.
The focus is helping folks know when to take their “super cold” beer out of the freezer. With the new Coors Light bottles and cans, the iconic mountains still turn blue when the beer is cold, now there is a second indicator for Super Cold that turns blue.
To raise awareness of the new packaging, there are new TV spots (see below) and a special “Master of the Cold” website.
There are also plans to promote via Facebook.
To me, the approach is very “Old Spice” like. For sure, the timing for the summer months is right on!
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