Coors Promotes Cold Activation Bottle

  • May 18, 2007
Coors Brewing Company today launches a campaign to promote a new packaging feature for its Coors Light beer.

The effort for its Cold Activation Bottle, featuring a label on which images of mountains change color from white to blue when the beer is at optimal temperature, includes teams of Coors "ambassadors" hitting retailers in cities.

Coors Light will support with advertising, POP and sports marketing tie-ins. The Coors Light No. 40 Car, driven by David Stremme, will feature a special Cold Activated Bottle paint scheme in Nascar race activities this weekend and next.

In some markets, Coors Light will offer 1-800-TAXICAB vouchers to assist consumers in getting a safe ride home.

--Karl Greenberg

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