MOLSON Coors Beverage Company is to use innovative packaging to ensure consumers can perfect their at-home beer serves.
Cold-activated packaging technology will be used across its Coors range to help ensure the beverage can be enjoyed at the optimal temperature, with it using thermochromic ink to turn the mountain peaks on Coors bottles and cans blue when the beer is perfectly chilled.
New research commissioned by Coors reveals that while more than nine in ten (92%) UK beer drinkers say properly chilled lager is important when friends come over, only 16% typically put it in the fridge two to three hours in advance.
In a major move to drive engagement, Coors has teamed up with Duncan James from chart-topping pop group Blue. Duncan will front a social-first activation inviting fans to message the Coors social media accounts with the word “BLUE” as soon as they’ve put their Coors cans in the fridge to chill.
A few hours later, they’ll receive a video from Duncan confirming their beer is ready to drink, with a tongue-in-cheek tune the brand is calling the ‘Cold Coorus’.
Shoppers can scan QR codes on all Coors multipack formats, including 4x440ml, 10x440ml and 12x330ml bottled packs, for the chance to win one of 16 LG American Style Fridge Freezers worth £2,599. Every valid entry will also receive an LG discount voucher code worth up to £300, redeemable on the LG website until 31st August 2026.
Abigail Spencer, marketing controller for Coors at Molson Coors Beverage Company, said, “The Peak of Technology campaign has always been about celebrating one of Coors’ most distinctive features and helping consumers get the best possible serve every time.
“Our partnerships with LG and Duncan James allow us to bring this campaign to life in an unmissable way for 2026. The combination of strong in-store activation, a compelling on-pack mechanic, and Duncan’s cultural recognition is designed to drive footfall and help our retail partners maximise sales throughout the key summer trading period.”
