Coors Light unveils second installment in Made to Chill campaign
Sunglasses on can turn blue when beer is ice-cold
To help celebrate the release of its new packaging, Coors Light gave away a pair of Ray-Bans to 1,000 consumers who posted a photo on Twitter or Instagram with the can sunglasses over their eyes using the hashtag #TakeTimeToChill. The latest installment of the beer brand’s “Made to Chill” campaign is a new seasonal look that marries its snow-topped Rocky Mountain iconography with a ubiquitous symbol of summer: a pair of shades, the company says. Just like the mountains on Coors Light’s standard cans, the sunglasses feature the same interactive component on its thermochromatic cans, which turn blue when the beer is ice-cold and ready to drink. “Sunglasses are an iconic symbol of summertime chill, and we’re hopeful that linking the technology to the frames on our can will introduce a new wave of legal-age drinkers to a truly unique element of our packaging,” said Katie Powell, associate marketing manager for Coors Light, in a statement. The brand is backing the campaign with new 6- and 15-second ads, called “Float,” featuring Coors Light’s signature mountain in the background as the new summer cans float along a river in a valley below. The spots will air across TV, digital and online video media. The beer’s new summer packaging is available nationwide.