New can and TV for Coors Light

04 March, 2010

Molson Coors is introducing a new cold-activated can for Coors Light and backing the brand with TV advertising for four weeks from March 11.

The can has a Rocky Mountain logo on both sides of the can which turns blue when the beer is at an ideal cold temperature for drinking.

The product is already sold in a cold-activated bottle.

Both formats will appear in advertising, and there will also be glassware deals and a range of new SKUs.

UK brand director Jeremy Gibson said: “The cold-activated can is an exciting innovation that creates new opportunities for us to build awareness and trial with shoppers who are moving towards lighter tasting lagers.”

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