Coors Light is making a marketing freeze play in an attempt to reverse not-so-hot sales trends.New digital videos promote “cold-activated cans,” in which images of mountains turn blue to indicate the beer inside has reached the optimal temperature for drinking. The packaging gimmick is not new: Coors Light has used some variation of it since 2007. It has even spawned copycats, like the temperature-activated packaging Busch has used as far back as 2010, including recently rolling out limited-edition cans over the summer.But Coors Light, which pioneered the use of technology (which uses thermochromic ink) in the beer category, hasn’t talked about its color-changing labels in a while. The brand detoured into more serious marketing terrain in 2016 with the “Climb On” tagline that sought to build emotional bonds with drinkers by portraying people overcoming challenges.
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Source: Ad Age – News
