E-Malt.com News article: Canada: Coors Light Brewing Company employees wrestle it out to decide on summer promotion

Two Coors Light Brewing Company employees compete in the boardroom to bring beer drinkers the perfect summer promotion in the new television advertisement for the Coors Light Cold Certified Can, a can featuring temperature-sensitive ink that changes colour when chilled to the ideal drinking temperature - as cold as the Coors Light Brewing Company intended it to be, Marketwire reported June 25.

Created by DraftFCB, the 30-second spot leads viewers to an interactive high-stakes rumble on coorslight.ca. The battle stems from a disagreement between two businesswomen over which cold Coors Light promotion to offer their consumers...the Cold Certified Can or summer cooler ideas. An off the wall employee who is "just thinking out loud" suggests they wrestle over it. The spot reveals that the Cold Certified Can promotion is the winning idea but does not show how it was decided.

"The Coors Light Cold Certified technology is new to our beer drinkers and we wanted to do something to educate them on this innovation. Rather than creating a product demo, we approached this in the Coors Light fashion, fun and engaging. Here we give viewers an inside peek inside the infamous Coors Light Brewing Company and a reason to learn about the innovation," says Becky Keery, Account Supervisor, DraftFCB.

At the end of the spot, viewers are invited to visit coorslight.ca to see how the winning idea was decided...did the women wrestle in the end?

Upon arrival to the site, an interactive battle ensues, in which visitors can choose the participants' weapons, from pillows, cat suits and boxing gloves to a giant mackerel, as well as the fight's chilly venue. Options include the ice cave, ice ruins, steel cage, or space glacier. Each encounter ends with a shot of the Cold Certified Can and the classic voice of John O'Hurley saying, "that was cold."

"The Coors Light Cold Certified Can is a new approach to giving our beer drinker more of what they want - colder and better beer. With this new interactive TV spot, we're not only introducing a product that our beer drinkers will enjoy, we're connecting to our target consumers in a way that speaks to them," says Rob Morrell, Coors Light Senior Brand Manager.

The Coors Light Cold Certified Can features proprietary temperature-sensitive thermal chromatic ink technology that turns the Coors Light Mountain Icon from white to blue when the beer has been chilled to four degrees Celsius or less. The Cold Certified Cans will be available in 355 mL and 473 mL and available across Canada this summer.

About Molson

With roots dating back to 1786 and a time-honoured tradition of brewing quality beers, Molson is proud to be the nation's preferred brewer. The Company proudly offers the most popular brands in Canada with an award-winning brand portfolio which includes Molson Canadian, Coors Light, Molson Export, Molson Dry and Rickard's. Molson Canada also partners with other leading brewers to offer such global brands as Heineken, Corona, Miller Genuine Draft, Foster's Lager and Tiger. Molson employs 3,000 Canadians, operates six breweries, including the boutique brewery Creemore, and invests in communities from coast-to-coast through its various charitable initiatives and sports and entertainment sponsorships. Molson Canada is part of the Molson Coors Brewing Company.


27 June, 2007