Coors launches cold cans

04 March, 2010

UK: Coors has launched a cold-activated can for its Coors Light brand.

The can features temperature sensitive Rocky Mountain logos on both sides, which turn blue when the beer is at the correct serving temperature.

Coors Light UK brand director, Jeremy Gibson said: “Our drinkers are already demonstrating just how much they love the ice cold, light tasting refreshment that only a Coors Light can deliver; and not only is the brand in 40% growth in the off-trade but households are spending an additional £1m on Coors Light. 20% of Coors Light drinkers are new to the lager category.”

The launch will be announced to consumers, shoppers and customers with a re-edit of the brand’s 2009 Coors Light TV spot, going live across UK television networks from March 11 for  4 weeks.

The new can will be advertised alongside the cold-activated bottle.

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