Coors Light Rolls Out New “Cold Activation Window”

coors_light_girlsThe brand that taught beer drinkers about the importance of “the mountains turning blue” with Cold Activated technology is at it again with the launch of the new Coors Light Cold Activation Window Pack. Known for continuous beer innovation, The World’s Most Refreshing Beer is introducing packaging that allows legal-drinking-age 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’ famed Wiltern Theater. Featuring popular rock band O.A.R., 60 percent 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 percent 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.

“It’s a simple fact that consumers love ice cold Coors Light, and we love providing them with it,” said Rick Gomez, vice president of marketing for the Coors Family of Brands. “We remain devoted to ensuring our consumers receive the cold refreshment that only Coors Light can provide. 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.”

O.A.R. will perform songs from their forthcoming seventh studio album as well as fan favorites such as “Shattered,” “That Was a Crazy Game of Poker” and “This Town.” Tickets for the “Rock ‘N Cold Window Live” are available online at www.RhapsodyExtras.com/CoorsEvent and www.Ticketmaster.com for $15, with 100 percent of the proceeds going to charity. The concert also will be streamed live online at www.Facebook.com/CoorsLight, as well as www.Ustream.tv/CAWDay and www.RhapsodyExtras.com/CoorsLight.

Ever since Bill Coors invented the aluminum can in 1959, beer innovations and packaging enhancements have been a hallmark of the company, with the goal of delivering the coldest, most refreshing beer to adult consumers. Other 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: The industry’s first built-in vent with a wider opening delivers a smoother, draft-like drinking experience.
– Super Cold Draft: An innovative draft system that pours Coors Light below freezing.
– Plastic Bottle Cooler Box: The industry’s first ice-ready, one-time use cooler package.

The introduction of the Coors Light Cold Activation Window Pack is being supported with television, print, out-of-home and online advertising, retail merchandising and public relations. More information can be found at www.CoorsLight.com