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GOLDEN, Colo. -- To promote its Cold Activated Bottle and Coors Light Code Blue campaign ahead of the summer season, Coors Brewing Co. named May 15, "Cold Activation Day," the company stated.
The Cold Activated Bottles feature a new look, complete with labels that change color from white to blue to show when the beer inside is cold, the company stated.
"Continuing our quest to deliver the world's most refreshing beer, we've improved our unique cold activated labels and are celebrating nationwide with Cold Activation Day," Lee Dolan, vice president of marketing for the Coors family of brands, said in a statement.
In addition, the company's "Coors Light Code Blue" campaign will feature a 360-degree marketing campaign including TV, radio, online, print and more, according to the company.