Coors Goes For Cool

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Coors Goes For Cool

CHICAGO -- Cold is the name of the game for Coors Brewing, as the company again is redefining its positioning through new packaging and a tagline for its Coors Light brand: "The world's most refreshing beer," Marketweek reported.

This summer will see the launch of the Coors' cold marketing theme, with a Coors Light Cold-Activated Bottle. White lettering and the Rocky Mountain icon on the bottle turn blue when the beer reaches the optimal drinking temperature.

The new label will be featured in a TV advertisement created by Chicago-based DraftFCB. The spot shows a man waiting for Coors Light to become cold enough to drink, while his wife waits for the results of a pregnancy test. The ad also will promote other Coors innovations in packaging, such as the Frost Brew Liner, the report stated.

A number of famous faces will appear in the new campaign, such as the world's fastest man, Michael Johnson; the strongest man, Magnus Ver Magnuson; and the fastest eater, Takeru Kobayshi. In addition, the Silver Bullet train will be included in the promotion, and a multitude of online advertisements on news and sports Web sites will promote 4:53 p.m. as the new "Happy Hour," according to Marketweek.