Coors Lights Launches New Packaging With Cold Indicator

MILWAUKEE, Wisc. -- MillerCoors created a new packaging technology designed to visually alert consumers when beer kept in the freezer for cooling has reached the peak of refreshment, the company announced.

With the New Coors Light Two-Stage Activation, the mountains on the side of the bottles and cans still turn blue when the beer is cold, but now a new Cold Indicator bar also turns blue. Additionally, a second Super Cold Indicator bar turns blue when the temperature of the beer reaches 'Super Cold' peak refreshment, according to the company.

As part of its Super Cold Summer, MillerCoors plans to support the launch of Two-Stage Cold Activation with an advertisement campaign that includes 11 new TV spots. The company will also hold an invitation-only N.E.R.D. concert on May 25 in Atlanta to celebrate the debut. Tickets will be awarded through radio contests and retail promotions and will be simulcast on Ustream.tv and MillerCoors' Facebook page, according to reports. The company will also introduce "The Master of Cold," an online character who will promote exclusive content and behind-the-scenes access to MillerCoors' YouTube channel and the Coors Light Facebook page.