The Coors Light Summer Certified cans program, which kicked off in May and will run all summer, features six limited edition cans with sunlight-activated specialty inks and printing, and encourages consumers to enjoy the refreshing, crisp taste of an ice-cold Coors Light outdoors. The series of Coors Light collector cans, available in 355ml and 473ml sizes, will be released in phases throughout the summer.
“Our market research has shown that one of the top drivers of consumer purchase intent is ‘packaging that stands out.’ This innovation, which leverages both photochromic and thermochromic inks, will be a key differentiator for Coors Light this summer,” noted Garrick Frittelli, assistant marketing manager for Coors Light. “These inks will bring the can to life like never before by revealing bold, bright colors when the cans are exposed to the sunlight.”
“The six unique cans are based on variations of geometric designs inspired by Coors Light’s iconic mountain shape and updated visual identity, and will use a range of yellow, orange and purple inks as well as a bolder, cold certified blue,” noted Ron Skotleski, director of marketing, North America, CROWN Beverage Packaging.
Four times the amount of beer is consumed outdoors in the summer months compared to other seasons and Coors Light is optimistic that the bold and interactive new packaging will help drive growth in its share of cans and overall sales this summer.