Coors Light Repackaged with Rocky Mountain Look

Coors Light have put ice-cold, Rocky Mountain refreshment at the forefront of their latest advertising campaign with the launch of new look 'cold activated' packaging.

13/09/08 The 330ml on-trade bottle features a unique ‘mountain-cut’ label, with the whole mountain image now 'cold activated'; – produced using thermochromic ink technology that turns blue to signal to drinkers when it is ice cold and ready to drink and creating a real point of difference versus competitor brands.

Off-trade bottle formats also carry 'cold activated' Rocky Mountains - on both 300ml and new 275ml packs.

The new-look Coors Light cans feature a ‘cold activated’ Rocky Mountain icon, and now have a 'double sided' design, with the Coors logo vertical on one side and horizontal on the other creating a modern, dynamic look.

Andy Cray, Director of Customer Marketing said: "We know consumers demand cold beer and this exciting cold innovation truly positions Coors Light as the beer that delivers on their needs. The new packs designs not only drives global brand consistency but also delivers great shelf and fridge standout with its premium silver and bold, modern branding."

Supported by a national poster campaign due to break on the 22nd September, the Coors Light 'cold activated' launch will also feature in trade press, new-look point of sale and bespoke customer activity.