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New this summer, the "World's Most Refreshing Can" has a smoother pour, thanks to its new double-vented wide mouth. The new can design also features past innovations, including the Frost Brew liner, cold-activated mountains and two-stage cold indicators, the company stated.
Additionally, starting next week, Coors Light Refresherators, custom vending machines specially designed to offer the new Coors can at the press of a button, will be available through a national sweepstakes and text-to-win promotions. Official details and rules for entry are available at www.CoorsLight.com/refresh.
Coors Light will also kick off the first day of summer on June 21 by giving away hundreds of gift cards in a to-be-determined city. Details will be posted on the Coors Light Facebook page and Twitter feed.
"This summer, our goal is to refresh the most people and we're going to do that in a variety of ways," said Sarah Ross, senior director of marketing for the Coors Family of Brands. "But if we really want to show we're serious about this, what better way than to hand-deliver the new cans? That's where our Coors Light Explorers come in. People love them in the Coors Light ads, and now they are going to extreme lengths to deliver the World's Most Refreshing Can to beer drinkers throughout the country."
The Coors Light Explorers, previously featured in TV commercials and the YouTube video seen here in which they surprised attendees at a Miami pool party, will pop up in cities and bars in various regions.
The summer activation plans will be supported by a robust marketing plan that includes three Coors Light Explorers TV ads that include appearances by Jason Aldean and Ice Cube, along with five new spots supporting the launch of the World's Most Refreshing Can. Digital support will include buys with ESPN Scorecenter, Bleacher Report, Turner NBA and entertainment programming, Comedy Central and Live Nation.