Coors Light says it is on a mission to refresh the most people this summer and is pulling out all the stops to do it. Whether delivered by beer vending machine or dog sled, Coors Light is using cool and unexpected ways to arm as many legal-drinking-age consumers as possible with the World’s Most Refreshing Beer.
It all starts with the latest packaging innovation from Coors Light: the World’s Most Refreshing Can, with a smoother pour thanks to a new double-vented wide mouth. The new can also features past innovations such as the Frost Brew liner, cold-activated mountains and two stage cold indicators.
The “Most Refreshing Summer” adds a unique delivery method, starting next week. Coors Light Refresherators, custom vending machines specially designed to ensure the World’s Most Refreshing Can is only the push-of-a-button away, will be available as part of a national sweepstakes and through local text-to-win promotions.
Coors Light will kick off the first day of summer, June 21, by giving away hundreds of gift cards that legal-drinking-age consumers can use to buy Coors Light in a still-to-be-determined city. Check the Coors Light Facebook and Twitter pages for details about the giveaway.
“This summer, our goal is to refresh the most people and we’re going to do that in a variety of ways,” said Sarah Ross, senior director of marketing for the Coors Family of Brands. “But if we really want to show we’re serious about this, what better way than to hand-deliver the new cans? That’s where our Coors Light Explorers come in. People love them in the Coors Light ads, and now they are going to extreme lengths to deliver the World’s Most Refreshing Can to beer drinkers throughout the country.”
You may have seen them traveling to the ends of the earth to deliver refreshment as cold as the Rockies in commercials, or more recently in a YouTube video surprising a group of Miami pool party-goers. Throughout the summer, these committed mountain men and women will be popping up in cities and bars near you, delivering the World’s Most Refreshing Can.
These summer activations will be supported with robust marketing plans, including:
- Three Coors Light “Explorers” television ads that include appearances by Jason Aldean and Ice Cube, as well as five new spots supporting the launch of the World’s Most Refreshing Can.
- Digital support that includes buys with ESPN Scorecenter, Bleacher Report, Turner NBA and entertainment programming, Comedy Central and Live Nation.
