Coors Light Debuts Cold-Activation Window Packaging National kickoff includes charity concert
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CHICAGO -- MillerCoors, which pioneered cold-activated technology with its "mountains turning blue" cans, has launched the new Coors Light Cold Activation Window Pack. The company is introducing packaging that allows consumers to look through the Cold Activation Window prior to purchase to confirm the mountains are blue and thus their beer is "as cold as the Rockies."
To celebrate the arrival of this new packaging, Coors Light is teaming up with digital music leader Rhapsody International to host the "Rock 'N Cold Window Live" event Friday, May 14, at Los Angeles' Wiltern Theater. Featuring rock band O.A.R., 60% of the proceeds from this charity concert will go directly to United Way of Metropolitan Chicago's commitment to advancing the common good of its community and 40 % to LA Food Bank's ongoing fight against hunger.
The Cold Activation Window—a hole in the secondary packaging that allows people to see the cans or bottles inside—will be highlighted on every 12-pack or larger of Coors Light and Coors Banquet and will be available wherever beer is sold.
Rick Gomez, vice president of marketing for the Coors Family of Brands, said, "We remain devoted to ensuring our consumers receive the cold refreshment.... We are excited to partner with Rhapsody, O.A.R., the United Way of Metropolitan Chicago and LA Food Bank to celebrate the launch of our new Cold Activation Window packaging with consumers everywhere."
Recent Coors Light and Coors Banquet innovations and packaging enhancements include:
Cold-Activated Bottle and Can: Mountains on the label turn blue when the beer is cold enough to drink.
Vented Wide-Mouth Can: A built-in vent with a wider opening delivers a smoother, draft-like drinking experience.
Super-Cold Draft: A draft system that pours Coors Light below freezing.
Plastic Bottle Cooler Box: An ice-ready, one-time use cooler package.
The introduction of the Coors Light Cold Activation Window Pack is being supported with TV, print, out-of-home and online advertising, retail merchandising and public relations.
Chicago-based MillerCoors has a broad portfolio of brands across every major industry segment, including Miller Lite, Coors Light, MGD 64, Coors Banquet, Miller Genuine Draft, Miller High Life and Keystone Light. It also imports Peroni, Grolsch, Pilsner Urquell and Molson Canadian and offers products such as Miller Chill and Sparks. MillerCoors features craft brews from the Jacob Leinenkugel Coy, Blue Moon Brewing Co. and the Blitz-Weinhard Brewing Co. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Co.
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The introduction of the Coors Light Cold Activation Window Pack is being supported with TV, print, out-of-home and online advertising, retail merchandising and public relations.