Coors Light Rolls Out New “Cold Activation Window” Packaging With National Kick-Off Featuring Platinum-Selling Group O.A.R.
Brand Known for “Refreshment as Cold as the Rockies” Celebrates Yet Another Packaging Innovation With Concert Benefitting Charity
CHICAGO, IL–(Marketwire – May 4, 2010) – The 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.
O.A.R. released their sixth studio album All Sides in the summer of 2008 helping to propel the band’s cumulative album sales to well over 1.7 million. Containing the certified Platinum hit single “Shattered,” All Sides is the band’s most successful debut to date. O.A.R., who are currently working on their forthcoming seventh studio album, have blazed a unique grassroots trail across America, revealing their compelling musical vision through near-constant touring selling out major venues including Madison Square Garden, twice. Additional information can be found at http://www.ofarevolution.com/.
About United Way of Metropolitan Chicago
United Way improves lives by mobilizing caring people to invest in the community where it’s needed most. People engage with United Way to give, advocate and volunteer in their community to advance the common good. Spanning 238 communities across six counties, United Way is the largest non-governmental funder of health and human service programs in the region. By promoting education, income and health, United Way creates opportunities for people to live stable, healthy and independent lives.
Built on a foundation of great beer brands and more than 288 years of brewing heritage, MillerCoors continues the commitment of its founders to brew the highest quality beers. MillerCoors is the second largest beer company in America, capturing nearly 30 percent of U.S. beer sales. Led by two of the best-selling beers in the industry, MillerCoors has a broad portfolio of highly complementary brands across every major industry segment. Miller Lite is the great tasting beer that established the American light beer category in 1975, and Coors Light is the brand that introduced consumers to refreshment as cold as the Rockies. MGD 64 completes the company’s premium light beer portfolio, offering consumers fresh, crisp taste at just 64 calories. MillerCoors brews full-calorie beers Coors Banquet and Miller Genuine Draft; and economy brands Miller High Life and Keystone Light. The company also imports Peroni, Grolsch, Pilsner Urquell and Molson Canadian and offers innovative products such as Miller Chill and Sparks. MillerCoors features craft brews from the Jacob Leinenkugel Company, Blue Moon Brewing Company and the Blitz-Weinhard Brewing Company. MillerCoors operates eight major breweries in the U.S., as well as the Leinenkugel’s craft brewery in Chippewa Falls, Wis., and two microbreweries, the Leinenkugel’s 10th Street Brewery in Milwaukee and the Blue Moon Brewing Company at Coors Field in Denver. MillerCoors vision is to become the best beer company in America by driving profitable industry growth. MillerCoors insists on building its brands the right way through brewing quality, responsible marketing and environmental and community impact. MillerCoors is a joint venture of SABMiller plc and Molson Coors Brewing Company.