A new Molson Coors TV advert is to highlight the ‘unique’ use of thermochromic ink on Coors packs.
The ink turns the mountain peaks featured on Coors bottles and cans blue when the beer is cold enough to drink.
Coming as part of the brand’s multi-million-pound Keep It Fresh campaign, it will also see QR codes placed on promotional packs which will give consumers the chance to win an exclusive mountain experience with VIP tickets to the Snowbombing festival in Austria, or one of 1,000 bluetooth speakers.
The 30-second advert also features a group of friends on their way to a party when the main character orders a fresh ride for them – a pack of CGI-generated bears.
Point-of-sale (POS) materials will be used to create theatre in-store, including ‘unique’ digital front of store activations, ‘eye-catching’ aisle fins, shelf frames, and free-standing display units to engage shoppers.
Abigail Spencer, Coors marketing controller at Molson Coors, said, “Building on the success of the Coors brand and our previous multi-million-pound ‘Keep It Fresh’ campaign, this campaign leans into the joy of sociability and togetherness, and represents a significant investment into the premium beer category. The campaign is not just about cold beer, it’s an attitude – with fresh thinking and behaviour focussed on doing things differently, just like we do at Coors.
“The TV ad and on-pack promotion will reward Coors fans with the chance to win a once in a lifetime experience, keep Coors’ Mountain cold refreshment front of mind with consumers and help our customers to drive sales in-store over the summer.”
